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 |
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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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| _version_ | 1832593849107611648 |
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| author | Brian McMillan |
| author_facet | Brian McMillan |
| author_sort | Brian McMillan |
| collection | DOAJ |
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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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| format | Article |
| id | doaj-art-39309cae4c0541e399dd49d38f338614 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-39309cae4c0541e399dd49d38f3386142025-01-20T08:42:34ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-014210.36615/jcsa.v4i2.2134A hypothesis of 'How Advertising Works' and implications for marketers and advertisersBrian McMillan0FCB 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. https://journals.uj.ac.za/index.php/jcsa/article/view/2134consumerspurchase decisionsapproached with advertisingflow of communication |
| spellingShingle | Brian McMillan A hypothesis of 'How Advertising Works' and implications for marketers and advertisers Communicare consumers purchase decisions approached with advertising flow of communication |
| title | A hypothesis of 'How Advertising Works' and implications for marketers and advertisers |
| title_full | A hypothesis of 'How Advertising Works' and implications for marketers and advertisers |
| title_fullStr | A hypothesis of 'How Advertising Works' and implications for marketers and advertisers |
| title_full_unstemmed | A hypothesis of 'How Advertising Works' and implications for marketers and advertisers |
| title_short | A hypothesis of 'How Advertising Works' and implications for marketers and advertisers |
| title_sort | hypothesis of how advertising works and implications for marketers and advertisers |
| topic | consumers purchase decisions approached with advertising flow of communication |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2134 |
| work_keys_str_mv | AT brianmcmillan ahypothesisofhowadvertisingworksandimplicationsformarketersandadvertisers AT brianmcmillan hypothesisofhowadvertisingworksandimplicationsformarketersandadvertisers |