How to use advertising to build brands: in search of the philosopher’s stone

In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this ‘old world’ thinking, where ‘emotional’ responses were somehow inferior.
  

How to Use Advertising to Build Brands: In Search of the Philosopher's Stone

Spike CramphornAdd+Impact International

The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honours the servant and has forgotten the gift.

Albert Einstein

BACKGROUND

Medieval scientists (alchemists) spent centuries seeking a mythical philosopher's stone that would transform base metals into gold. In the latter part of the twentieth century, the marketing equivalent was to find a sure way to understand and manage the relationship between advertising and subsequent brand purchase. And so, particularly...

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