How do the advertising effected?

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THE EFFECTS OF ADVERTISING

Professors Demetrios Vakratsas and Tim Ambler reviewed more than 250 journal articles and books in an effort to better understand how advertising works and affects the consumer. They concluded that there is little support for the concept of a hierarchy of effects in the sense of a temporal sequence. They note that in trying to understand the response process and the way it works there are three critical intermediate effects between advertising and purchase including cognition, affect and experience. They also conclude that individual responses to advertising are mediated or filtered by factors such as motivation and ability to process information, which can radically alter or change the individual’s response to advertising. They suggest that the effects of advertising should be evaluated using these three dimensions with some intermediate variables being more important than others. This suggests that marketers should focus on knowledge, liking and trial or usage as critical variables that advertising may affect. Attention should be given to how advertising and other forms of promotion may affect these variables in various product market situations.

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How do the advertising effected?

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