The Functions of Advertising in Our Culture
Journal of MarketingPublished 1 July 1959
Irving S. White
Citations19
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
What are advertising's limits and potentialities? The author shows how three major variables in the communication process between advertising and the consumer—cultural attitudes; brand imagery; and direct experience with a product—are related to advertising effectiveness.
Keywords
Business, Management and Accounting