A reply to Points of view

Article Abstract:

The London School of Business is aware of the gap between the advertising practitioners and the academics. Therefore, together with the IPA, it has undertaken joint projects designed to close the gap. These projects include additional codes to the IPA database of case histories which can be used to validate theories, a broadened business literature index that include practitioners and the transformation of case histories into case studies for classroom use.

Social policy, Study and teaching, London Business School, Business schools

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Myths about the mind: time to end some popular beliefs about how advertising works

Article Abstract:

Advertising attempts to change a consumer's brand loyalty. The frequency with which a consumer sees an advertisement will refresh the memory of the product in the consumer's mind. This frequency factor is more important than the ability of a product to create new memories. The brain should become a more important factor in advertising research.

Analysis, Brand choice, Consumer preferences, Advertising effectiveness

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Persuasion, pride and prejudice: How ads work

Article Abstract:

Persuasion and reinforcement theories of advertising are compared with the memory dominates affect which n turn dominates cognition model.

Methods, Usage, Reinforcement (Psychology), Persuasion (Psychology)

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