An all-embracing theory of how advertising works?

Terry Prue

Describes and discusses the `Alphabetical Model', a new all-inclusive theory of advertising, on which a new approach to pre-testing can be based.

An all-embracing theory of how advertising works?

The search for an effective means of advertising research has been hindered by the sheer diversity of advertising approaches - what works for one campaign may not work for another. HPI's Terry Prue describes the 'Alphabetical Model', a new all-inclusive theory, upon which a fresh approach to pre-testing can be based

Terry Prue

Interpreting advertising research is impossible if you do not have a theory of how advertising can work. It may not be explicit, but it will be there. It is part of the baggage and, arguably, it is just as important...

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