Back

What do we know about how advertising works?

Date of publication: June 15, 1980

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Timothy Joyce

Abstract:

The paper shows clearly that previous advertising theories were too often based on unwarranted assumptions. It raises as questionable many points of view which previously seemed convincing. The emotional, reinforcing roles of advertising are emphasised in this paper. It is not all destructive, though ground-clearing is perhaps its main function.

Timothy Joyce

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

What do we know about how advertising works?

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Timothy Joyce

 

June 15, 1967

×

Citation

Joyce, T. (1967a, June 15). What do we know about how advertising works?. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/what-do-we-know-about-how-advertising-works-


Research Papers

How advertising works

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Thornton C. Lockwood

 

June 15, 1967

×

Citation

Lockwood, T. C. (1967a, June 15). How advertising works. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/how-advertising-works


Research Papers

How internet advertising works

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment

Authors: Rex Briggs, Horst Stipp

 

June 15, 2000

×

Citation

Briggs and Stipp (2000a, June 15). How internet advertising works . ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/how-internet-advertising-works-


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

Joyce, T. (1980a, June 15). What do we know about how advertising works?. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/how-internet-advertising-works-