Advertising and the buyer-seller relationship: a fresh look at an old idea

David Lowe-Watson

Looks again at an IPA Award-winning paper which the author wrote in 1967: 'Advertising and the buyer-seller relationship' (the original paper was printed in the Journal of the Market Research Society vol.11, no.2, 1969).

Advertising and the Buyer-Seller Relationship: A Fresh Look at an Old Idea

Advertising in Action: Theory and Practice

David Lowe-WatsonMarket Research Consultant

In 1961 R. H. Colley wrote Defining Advertising Goals for Measuring Advertising Results (usually known as DAGMAR). He drew attention to the importance of setting clearly stated objectives for advertising, and the difficulties of defining those objectives in terms of sales, since advertising was only one element in the marketing mix. He advocated the use of 'intermediate' objectives based on the concept of the 'Marketing Communications Spectrum', a series of levels or stages through...

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