All you need is love - sustainable brand management
Ilan Lechter, Georgia Phillips and Michael Cramphorn
In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.
All you need is love – sustainable brand management
Georgia Phillips and Spike CramphornChairman, Add+Impact International, Australia
Ilan LechterResearch Services International, Colombia
PREFACE
In the past, it was presumed that behaviour was conscious,...
