alexa How advertising works: A planning model revisited.
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Vaughn R

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Presents an overview of the history, current state, and future of advertising effectiveness theory, focusing on 4 areas: traditional advertising theories prevalent in the 1950s (economic, responsive, psychological, and social), consumer behavior models developed during the 1960s, more recent developments in high–low consumer involvement continuum models and right–left brain hemisphere theories of message perception, and a proposed model that organizes advertising effectiveness theory for strategy planning purposes. The model is based on a matrix of consumer thinking–feeling and high–low involvement behaviors and suggests that there are purchase decisions where thinking is most important and others where feeling dominates in situations requiring more or less involvement. Management, creative, media, and research implications are outlined.

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This article was published in Journal of Advertising Research and referenced in Journal of Mass Communication & Journalism

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