The power of advertising - myths and realities

Article Abstract:

There is a widespread perception amongst the public, politicians and journalists that advertising is a strong and effective marketing force which can affect people's opinions and purchasing habits. The fact that advertisers themselves believe this is reflected in the large amount of money spent on advertising: in 1992, US, European and Japanese advertising expenditure came to a combined $172 billion. A 1994 Norwegian study found that Norwegian advertisers generally see advertising as a strong force, in spite of a lack of empirical evidence and a lack of professional standards.

Marketing, Surveys, Advertising

---

Major factors influencing the 'noting of business-to-business advertisements'

Article Abstract:

A research project assessing the noting of print ads based on the methods associated with Dr Daniel Starch and Gallup, is presented. It describes how a noting yardstick was determined, and measures seeing versus noting. It concludes that gaining attention is the first decisive hurdle for adverts in achieving effects, and finds that the results could be relevant to advertising research in general.

Advertising research

---

Similar abstracts:

• Abstracts: The transfer of culturally-grounded management techniques: the case of business reengineering in Germany
• Abstracts: A heuristic for blocking flow algorithms. Heuristic and optimization approaches to extending the Kohonen self organizing algorithm
• Abstracts: The good times roll once more. Advertising agency management of domestic and international accounts. British design comes of age
• Abstracts: Maintaining strategic momentum: the CEO's agenda. Outsourcing to outmanoeuvre: Outsourcing re-defines competitive strategy and structure
• Abstracts: The Russian mafia means business. Crime without punishment. Gangs in the heartland: crime

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.