Vakratsas Ambler 1999
How Advertising Works: What Do We Really Know?
Demetrios Vakratsas; Tim Ambler
Journal of Marketing, Vol. 63, No. 1. (Jan., 1999), pp. 26-43.
Stable URL: http://links.jstor.org/sici?sici=0022-2429%28199901%2963%3A1%3C26%3AHAWWDW%3E2.0.CO%3B2-K Journal of Marketing is currently published by American Marketing Association.
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Wed Dec 12 22:53:43 2007
Demetrios Vakratsas & Tim Ambler
How Advertising Works:
What Do We Really Know?
The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer-how it works. They first deduce a taxonomy of models, discuss the theoretical principles of each class of models, and summarize their empirical findings. They then synthesize
Demetrios Vakratsas; Tim Ambler
Journal of Marketing, Vol. 63, No. 1. (Jan., 1999), pp. 26-43.
Stable URL: http://links.jstor.org/sici?sici=0022-2429%28199901%2963%3A1%3C26%3AHAWWDW%3E2.0.CO%3B2-K Journal of Marketing is currently published by American Marketing Association.
Your use of the JSTOR archive indicates your acceptance of JSTOR 's Terms and Conditions of Use, available at http://www.jstor.org/about/terms.html. JSTOR 's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use.
Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at http://www.jstor.org/journals/ama.html. Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission.
The JSTOR Archive is a trusted digital repository providing for long-term preservation and access to leading academic journals and scholarly literature from around the world. The Archive is supported by libraries, scholarly societies, publishers, and foundations. It is an initiative of JSTOR, a not-for-profit organization with a mission to help the scholarly community take advantage of advances in technology. For more information regarding JSTOR, please contact support@jstor.org.
http://www.jstor.org
Wed Dec 12 22:53:43 2007
Demetrios Vakratsas & Tim Ambler
How Advertising Works:
What Do We Really Know?
The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer-how it works. They first deduce a taxonomy of models, discuss the theoretical principles of each class of models, and summarize their empirical findings. They then synthesize
Citations: Journal of Marketing, Vol. 56, No. 2. (Apr., 1992), pp. 80-88. Management Science, Vol. 33, No. 10. (Oct., 1987), pp. 1253-1266.