How advertising affects consumers

William M Weilbacher

Advertising, as currently practiced, ignores all that has been learned by cognitive psychologists in the past 30 or 40 years.

How Advertising Effects Consumers

William M. Weilbacher Bismark Corporation

Marketers make little or no attempt to really understand how consumers process and use the information they receive about brands, including advertising. Instead, marketers routinely make two basic assumptions about how consumers process and use the advertising information that they provide to consumers about their brands:

  • Assumption 1: Marketers assume they can control what consumers think about brands through marketing communications, especially advertising.
  • Assumption 2: Marketers assume that brand purchases are ...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands