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Research papers

How consumers assess the value of advertising

This presentation proposes that advertising be evaluated in terms of its perceived value to consumers. The discussion is divided into four sections. In the first, some notions about consumer behavior that form the rudiments of a theoretical...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Robert H. Ducoffe
June 15, 1995
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Citation

Ducoffe, R. H. (1995a, June 15). How consumers assess the value of advertising. ANA - ESOMAR. Retrieved February 15, 2025, from


https://ana.esomar.org/documents/how-consumers-assess-the-value-of-advertising