Abstract:

Markets are segmented in many ways, most of which do not bear on the advertiser's problem. The objective is to find the one decisive mode. 2. The consumer weaves a whole world of meanings, values and associations around products. Many of these are not conscious - they are too trivial to be formulated consciously - but nevertheless they must be understood if communication is to be established. Consumer motives are different from motives that obtain in other aspects of a person's life. The conditions of inattention and selective perception under which advertising and marketing function dictate their own kind of basic learning and communication principles. These observations do not by themselves add up to a theory. But I hope they do illustrate the fact that without a theory, marketing research when used to plan advertising and marketing strategy has little chance to succeed