Advertising and its audience: A game of two halves

Jeremy Bullmore

This paper debates the thesis that 'people understand advertising better than advertising people do' and proposes that the key to success is to see the buying process from the buyer's viewpoint.

Advertising & its audience: a game of two halves

Jeremy Bullmore

This paper debates the thesis that 'people understand advertising better than advertising people do' and proposes that the key to success is to see the buying process from the buyer's viewpoint. It reviews the development of consumer research techniques and the often perverse interpretations put upon their findings by both advertisers and their critics. It deduces that for success, the owner of a brand must take a realistic view of the market and build salience gradually by exposing potential buyers to new and relevant ideas about the brand.

I...

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