To what extent do you think that recent research into advertising reflects an understanding of cognitive-behavioural theory?

... 2. To what extent do you think that recent research into advertising reflects an understanding of cognitive-behavioural theory? Advertising agencies have for years been trying to influence behaviour, regardless of whether that behaviour is sales of a product, votes in an election, or donations to a cause. The advertising industry has long been challenged to explain how advertising works (Ambach & Hess, 2000; Vaughn, 1980). That it does work is not an issue, but how it works and why it works are critical concerns still trying to be resolved. Advertising is unlike the direct communication between two people which involves a give and take experience. It is a one way exchange that is impersonal in format. People can selectively notice or avoid, accept or reject, remember or forget the experience and therefore confuse and bewilder the best of advertising plans (Vaughn, 1980). Trying to understand how the consumer thinks and behaves is

want to read more? →