Individual reactions to advertising: theoretical and methodological developments

Prof Theo B C Poiesz and Henry S J Robben

In both theory and practice, considerable attention is paid to the issue of advertising effectiveness.

Individual reactions to advertising: theoretical and methodological developments

Theo B.C. Poiesz and Henry S.J. Robben

 

In both theory and practice, considerable attention is paid to the issue of advertising effectiveness. Even though theoretical insights are developing and methodological improvements are made, predictions of the effectiveness of individual advertising messages can only be made within a very broad range of uncertainty. In the meantime, the communication environment is changing even more rapidly than in the recent past. While the number of commercial messages transmitted through existing and new media is increasing, the likelihood of successful exposure of individual...

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