secondhand Advertising hardcover edition Design, development, effectiveness

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Language: Greek

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ADVERTISING (HARDCOVER VERSION) DESIGN, DEVELOPMENT, EFFECTIVENESS

It is difficult to answer how advertising works precisely because we are not able to know the detailed functioning of the human brain. Established views for many decades regarding the recipient's reception of advertising, such as the models of "hierarchical scaling of advertising results," are being strongly challenged and new approaches are being proposed.
The human brain does not have a central storage space where it categorizes information about advertising and the product; fragments of memory and ideas are stored in various parts of it and processed through various processes. Recall does not involve an exact representation of the preceding event.
It is a dynamic process of remembering that contains elements of memory and simultaneously reconstructs a "new memory" for the event, which never existed in this form in the past. A network develops between the ideas about the product and the knowledge, intuition, and feelings of the recipient about the product. As is characteristically mentioned, a "product nebula" is created in their memory, which includes all the subjective and objective characteristics of the product.
A significant development in the research data is the experimental confirmation of the aforementioned (Braun 1999, Braun-La Tour and La Tour 2005). This demonstrated that the experience of exposure to advertising after purchasing the product can reconstruct and favorably modify the experience that the consumer gained from trying the product. It supports the view that what the consumer experiences is not the objective reality of the product existing independently of the perceptual manipulation of advertising.
At the same time, however, the consumer's subjective perception of the product, shaped by advertising, cannot exist beyond the limits set by the actual experience of purchasing the product.
Partial knowledge of how advertising works also implies an inability to formulate a comprehensive opinion on its effectiveness. However, a path opens up to understand how the "corrected experience" of the consumer from the information provided by advertising affects their future decision to repurchase the product. (From the presentation on the back cover of the book)