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Research papers

All you need is love

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.However, recent studies show that emotions and feelings are much more important.These...

Catalogue: Latin America 2006
Authors: Michael F. Cramphorn, Georgia Phillips, Ilan Lechter
Company: Add+Impact International
October 25, 2006
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Citation

Cramphorn, Phillips and Lechter (2006a, October 25). All you need is love. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/all-you-need-is-love


Research papers

It may not be wrong, but is it right?

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best standardize ads, instead of whether to...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Ilan Lechter, Georgia Phillips
Company: Add+Impact International
October 24, 2004
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Citation

Lechter and Phillips (2004a, October 24). It may not be wrong, but is it right?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/it-may-not-be-wrong-but-is-it-right-