How Advertising Works: What Do We Really Know?

  title={How Advertising Works: What Do We Really Know?},
  author={Demetrios Vakratsas and Tim Ambler},
  journal={Journal of Marketing},
  pages={26 - 43}
The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer—how it works. They first deduce a taxonomy of models, discuss the theoretical principles of each class of models, and summarize their empirical findings. They then synthesize five generalizations about how advertising works and propose directions for further research. Advertising effects are classified into intermediate effects, for example, on consumer… 

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