Agency beliefs in the Power of Advertising

Discusses a study of Australian advertising practitioners' beliefs in the power of advertising, comparing especially the `strong' (persuasive) theory, generally associated with North Americans, and the `weak' (reinforcement) theory.

Agency Beliefs in the Power of Advertising

Michael T. Ewing Curtin University of Technology, AustraliaJohn Philip Jones Syracuse University, New York

INTRODUCTION

Practitioners and scholars have been debating the relative power of advertising for almost four decades. It has been the subject of numerous books, scholarly publications and a special edition of Advertising Age(9 November 1988). Most commentators on the subject have either been academics or journalists, and not advertising practitioners. While practitioners certainly do not have all the answers, they are, one would assume, a little less confused by the myths that advertising has...

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