how advertising works : what do we really know?
±¤°í°¡ ÀÏÇÏ´Â ¹æ¹ý: ¿ì¸®´Â Á¤¸»·Î ¾Ë°í Àִ°¡?
the authors review more than 250 journal articles and book to establish what is and should be know about how advertising affects the consumer - how it works.
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they first deduce a taxonomy of model, discuss the theoretical principles of each class of models, and summarize their empirical findings.
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they then synthesize five generalizations about how advertising works and propose directions for further research.
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advertising effects are classified in to int¡¦(»ý·«)
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·«È¿°ú¿¡ Á»´õ ü°èÀûÀÎ ¸ñÀûÀ¸·Î Çؾ߸¸ ÇÑ´Ù.
the first formal advertising model was probably AIDA, attributed to E. St. Elmo Lewis in 1898.
ÃÖÃÊ Çü½ÄÀûÀÎ ±¤°í ¸ðµ¨Àº ¾Æ¸¶ AIDA¿´´Ù. 1898³â¿¡ E. St Elmo Lewis¿¡ ±âÀÎÇÑ °ÍÀ¸·Î µÇ¾ú´Ù.
these types of `hierarchy of effects` models have dominated the literature ever since.
ÀÌ Å¸ÀÔÀÇ `È¿°úÀÇ °èÃþ` ¸ðµ¨Àº ±× ÈÄ ¹®ÇÐÀ» Áö¹èÇß´Ù.
¡ÚPrior integrative studies pertaining to advertising focused on particular models or effects of advertising rather than evaluated years later, it is time to establish what is, and what is not but should be, known about how advertising works.
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