Abstract:

Some people make a distinction between "advertising theories" and "research models". I am not going to do that. I am interested in theories of persuasion and behaviour which underly both advertising planning and market research. One of the aims of this paper will be to demonstrate the constant interaction between advertising and research theories. The kind of research done depends on what theories of advertising are current; the kind of advertising fashionable depends at least partly on the kind of research information available. My own experience has been very much within the English advertising world. So I am going to centre my discussion on what has been going on in London in the past decade or so.