How to use advertising to build brands: in search of the philosopher’s stone

In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this ‘old world’ thinking, where ‘emotional’ responses were somehow inferior.
  

How to Use Advertising to Build Brands: In Search of the Philosopher's Stone

Spike CramphornAdd+Impact International

The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honours the...