So You Know How Advertising Works?

Abstract

Editors' Introduction In this article Hugh Murray questions many of the assumptions underlying popular theories of how advertising works, and criticises the lack of empirical research findings to validate them. On the basis of relationships shown by empirical research to exist between consumer purchasing behaviour of repeat‐purchase items, and consumer knowledge of attitudes towards alternative brands, he puts forward a model of how advertising works which differs from conventional theories. If this theory were accepted it would lead to a different approach to advertising strategies in this area, and the article spells out these implications.

Citation

Murray, H. (1979), "So You Know How Advertising Works?", Management Decision, Vol. 17 No. 5, pp. 369-390. https://doi.org/10.1108/eb001199