Comments on the papers to be read on Thursday afternoon, September 15th, on advertising by A.S.C Ehrenberg

Date of publication: June 15, 1960


In the paper we are presented with a model relating motives of the purchasing public, the activation of these motives, and advertising effectiveness. Whilst in general welcoming any signs of a theoretical, i.e. generalising, approach in market research, my welcome - speaking personally - would tend to be limited to work which is based to a reasonable extent - whatever that may mean - on empirical facts. In the present case, however, I have grave doubts. It looks to me as though the authors' approach lacks contact with reality at three levels.

Andrew S. C. Ehrenberg


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