LIP to HIP: responding to changing views

David Penn

David Penn review the current debate on the theories of 'active' and 'passive' learning from the viewpoint of a pragmatic research practitioner rather than an advertising theorist.

LIP to HIP: Responding to Changing Views

David PennConquest Research

 

It should not need restating that marketers and advertisers are in the business of communication. Through a plethora of advertising and media activity we seek to change the way consumers feel about brands. The ultimate objective is a change in behaviour either now or at some unspecified point in the future.

But how do we 'learn' about brands? Is the process akin to that of sitting in a classroom actively learning information about what to buy or is the process much more like the way...

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