Research can and does help advertising

Date of publication: June 15, 1956

Author: Jan Stapel


Advertising is one of the means to move products (or services) to the consumer, to make consumers (in all their varieties, including industrial buyers e.g.) buy the goods or services that are being advertised. There are those who say advertising cannot actually sell, They are simply wrong. Mail order advertising (for a large variety of commodities) proves them wrong every day. At the very least advertising helps sell. In trying to sell or to help sell advertising is a means of communication, it is out to link consumers to a product (or a service,. or a particular brand or a particular selling outlet etc). Advertising is closely tied up with the consumer, it tries to influence (the subject) and with the thing it is supposed to sell (the object).

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