ads work but how?
Roderick White
Advertising is not homogeneous. Different ads and campaigns have different objectives, work in different ways and speak to different targets. So generalising is frustrating. You could argue that it is not worth trying to answer the question 'How does advertising work?' yet we all think we know the answer, but our answers all differ; and this has massive implications for clientagency relationships and for research programmes.
Even talking about how advertising works covers two distinct approaches:
- the measurement of what is achieved, against defined objectives...