How advertising works: What do we really know? Journal of Marketing, 63(1), 26-43. doi:10.1177/002224299906300103 https://doi.org/10.1177/002224299906300103
Vakratsas and Ambler, Journal of Marketing 63(1), 1999, 26-43. 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.
Vakratsas and Ambler, Journal of Marketing 63(1), 1999, 26-43. 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.
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Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26-43. doi:10.1177/002224299906300103 https://doi.org/10.1177/002224299906300103