The power of advertising - myths and realities
Article Abstract:
There is a widespread perception amongst the public, politicians and journalists that advertising is a strong and effective marketing force which can affect people's opinions and purchasing habits. The fact that advertisers themselves believe this is reflected in the large amount of money spent on advertising: in 1992, US, European and Japanese advertising expenditure came to a combined $172 billion. A 1994 Norwegian study found that Norwegian advertisers generally see advertising as a strong force, in spite of a lack of empirical evidence and a lack of professional standards.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1996
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Major factors influencing the 'noting of business-to-business advertisements'
Article Abstract:
A research project assessing the noting of print ads based on the methods associated with Dr Daniel Starch and Gallup, is presented. It describes how a noting yardstick was determined, and measures seeing versus noting. It concludes that gaining attention is the first decisive hurdle for adverts in achieving effects, and finds that the results could be relevant to advertising research in general.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1997
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