Advertising effectiveness from a consumer perspective

Communication effectiveness research is moving away from investigations of advertising’s forms, content and the degree and type of consumer involvement, to a greater focus on the process of reception and the social and cultural roles that advertising plays in society and in individual lives.

Advertising effectiveness from a consumer perspective

Robert Aitken, Brendan Gray and Robert LawsonUniversity of Otago

INTRODUCTION

Conventional research into how advertising works and its effects on consumers tended to focus on the importance of the advertising message and/or the executional strategy, and moderated this with concepts such as involvement, motivation and intentionality (Barry & Howard 1990; Brown & Stayman 1992; Bloom et al.1994). This suggested that consumers actively process those advertisements that coincide with particular purchase needs, and respond to brand, product or service information according to the cognitive or affective appeals of...

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