A hypothesis of 'How Advertising Works' and implications for marketers and advertisers
THIS article discusses how consumers probably arrive at purchase decisions. It explains the purchase dynamics which Influ- ence the purchase of one product versus another product and one brand versus another brand within a given product cate- gory. From understanding how consumers arrive at buying...
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-11-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2134 |
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| Summary: | THIS article discusses how consumers probably arrive at purchase decisions. It explains the purchase dynamics which Influ- ence the purchase of one product versus another product and one brand versus another brand within a given product cate- gory. From understanding how consumers arrive at buying decisions, a model is de- vised to suggest how those consumers can be approached with advertising and discus- ses why advertising content and style should be so different for different product categories. COMMUNICARE also encourage contri- butions from the industry to ensure a two- way flow of communication between theory and practice. Especially when these contri- butions show how theories and models studied in the communication discipline can be applied in practice, and in its turn stimulate further research.
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| ISSN: | 0259-0069 2957-7950 |