Abstract:

Under the cover of terms such as evaluation of advertising policies, marketing plans, motivation studies designed to improve advertising impact or brand image evaluation, business firms often ask consultants to plan and foresee their advertising action with a view to improving its impact on the public. Nowadays, even large well established firms who enjoy a secure if not monopolistic market, come to us because they have doubts as to the effectiveness of their advertising. They want to know what the purpose of advertising is; whether it has a purpose; whether their advertising "works"; whether it brings results.