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Magazines

Marketing and research today (November 1991)

The 'Strong' theory of advertising receives widespread support and is characterized by the beliefs that advertising increases peoples' knowledge, changes peoples'attitudes and, as a result, is capable of persuading people who have not previously...

Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
November 1, 1991
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Citation

B.V., E. (1991a, November 01). Marketing and research today (November 1991). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/marketing-and-research-today-november-1991-


Research papers

Over-promise and under-delivery

This paper is in three parts. Part 1 introduces and describes the Strong and Weak theories. Outside observers (both protagonists and antagonists of advertising) and many practitioners believe in the Strong theory. This paper introduces facts...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: John Philip Jones
June 15, 1991
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Citation

Jones, J. P. (1991a, June 15). Over-promise and under-delivery. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/over-promise-and-under-delivery