Abstract:

This presentation searches for the Holy Grail of advertising - an understanding of how advertising works locally and globally, unlocking the secrets of effective advertising to build successful brands. Initially the presentation examines new learning about how to research advertising, and the impact of this learning on older hierarchical explanatory models of how advertising works, such as AIDA. Using data from advertising research projects, the realism of such models is reviewed, and a new model for how advertising works is proposed. Finally, the global application of the new model is investigated.