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.
There is a great deal...