Abstract:

Most of the approaches were instituted when a simple conversion theory of advertising effectiveness was generally accepted. We now, however, have a more sophisticated view of consumer behaviour, and are beginning to accept that advertising may have as big a role to play in reinforcing or intensifying existing behaviour as it does in creating "new" modes of behaviour. Does not all this imply that our chances of understanding how advertising works will be increased if we set ourselves the task of trying to understand the mechanics of consumer purchasing behaviour and work backwards from there, rather than concentrating on the advertising per se?