Discussion on'How Advertising Works': Review and Suggestions

광고효과모형에 관한 문헌연구: 모형의 검토와 제언

  • 소현진 (성신여자대학교 미디어커뮤니케이션학과)
  • Received : 2013.10.22
  • Accepted : 2013.11.12
  • Published : 2013.12.28


With reviewing major advertising effect models, this research aimed to describe the accepted view of how advertising works, to discover the limits of current advertising effects research paradigm and to suggest the solutions. The results show that current advertising research has been mainly focused on brand attitude but other advertising effects have been neglected. Due to radically changing advertising media, the author proposes that new perspectives on the advertising effect are needed such as brand perception, brand familiarity and brand salience.


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