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| Author: | Cramphorn, S. |
| Title: | How to use advertising to build brands |
| Journal: | International Journal of Market Research
2006 : VOL 48:3, p. 255-276 |
| Index terms: | advertising brands emotions knowledge |
| Language: | eng |
| Abstract: | Older models of advertising, such as AIDA, reflect the past way of thinking where emotional responses were considered trivial. Lately the attitudes towards the brain and the functioning of advertising have changed, especially due to the advances in the area of neuroscience. This study examines whether the new knowledge has made us to understand and manage the relationship between advertising and brand purchase. |
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