Demetrios Vakratsas

Demetrios Vakratsas

Demetrios Vakratsas is a researcher and first author of the 1999 Journal of Marketing review of what is known about how advertising works.

Who they are

The work of Demetrios Vakratsas reaches this site through the paper listed below. On this site the name is tied to Hierarchy of Effects.

Key papers

Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26-43. What it reports: Review of more than 250 journal articles and books on how advertising affects consumers. Groups effects into intermediate (beliefs, attitudes) and behavioural (purchase, brand choice), finds little support for any hierarchy among them, and notes that context (goal, category, competition, product life stage) matters.

Key ideas

Hierarchy of Effects: The idea that advertising works through an ordered sequence of effects, such as awareness, interest, desire and action.

Sources

  1. Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26-43.