Reynolds and Phillips

MANAGEMENT SLANT

  • The spreading activation of a neural network underlies consumer decision making.
  • Means–end theory is a special case of a neural network that underlies advertisement effectiveness.
  • The Strata methodology can be used to develop effective advertisements that create a neural network.
  • The Strata methodology effectively can be used to assess finished or animatic advertisements, which results in time and cost savings.
  • The Strata model predicting advertisement effectiveness was validated.