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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 May 01, 2024, from


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