Ads work - but how?

In this introduction to two articles in the Admap December 2003 issue on “How advertising works”, Roderick White provides a quick overview of current thinking.

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...