Developing the Foundation for a New Approach to Understanding How Media Advertising Works
Don E. SchultzDepartment of Integrated Marketing Communications, Medill School of Journalism, Northwestern University; and President, Agora Inc., United States
Joseph J. PilottaSchool of Communication & Journalism, The Ohio State University; and Vice president Research, BIGresearch, United States
INTRODUCTION
We start with a rather lofty title. The reason: most advertising, and particularly media professionals, believe they understand “how media advertising works”. Nonethless, many of those beliefs, hypotheses, “rules-of-thumb” and “collected industry wisdom” are based on a set of assumptions that have, over the years, morphed into...