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Effective advertising

Date of publication: June 15, 1999

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

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Authors: Michael F. Cramphorn, Jesus Caldeiro

Abstract:

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or the culture or country in which they are tested but instead advertising response is determined primarily by the creativity of the advertising itself.

Michael F. Cramphorn

Author

This is a long description of some author details.

Jesus Caldeiro

Author

This is a long description of some author details.

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Citation

Cramphorn and Caldeiro (1999a, June 15). Effective advertising. ANA - ESOMAR. Retrieved June 04, 2025, from


https://ana.esomar.org/documents/effective-advertising