A car is like a box of frosted flakes. How packaged goods media learning applies to considered purchase products

Erwin Ephron

Ehrenberg and Jones argue convincingly that advertising effects are weak, yet the Jones single-source analysis finds a single exposure can strongly influence which brand is purchased.

A car is like a box of frosted flakes. How packaged-goods media learning applies to considered purchase products

Erwin Ephron Ephron, Papazian Ephron Inc., United States

THE DARK HUMOR OF ADVERTISING

Have you considered that the most quoted appreciation of our business is 'half my dollars are wasted.' Only the twist 'but, I don't know which half,' turns the point and lets us smile. It suggests that half does work, so the issue is one of cleverness--somehow figuring-out how to replace the half that doesn't work with another half that does. Nonsense.

John Philip Jones ('When Ads Work'), the...

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