How do consumers feel advertising works?

It is important to set this paper in context. It was written in the early '80s, the heyday of qualitative creative development research which grew in response to the demands of the discipline of advertising planning which was taking hold in most London advertising agencies.
  

How do Consumers Feel Advertising Works?

Wendy Gordon The Research Business andColleen Ryan Then The Research Business

Foreword 

PROCEEDINGS OF THE MARKET RESEARCH SOCIETY CONFERENCE 1983

INTRODUCTION

This paper is based on the belief that advertisers have not recognised the degree to which consumers have become increasingly sophisticated in their relationship with advertising. It is our firm belief that only by acknowledging this changed relationship, by understanding consumers perceptions of advertising, by accepting that a two-way relationship exists between advertiser and consumer, can decision-making on advertising development be improved.

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