Vakratsas Ambler 1999

Powerful Essays
Topics: Advertising, Brand
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



Citations: Journal of Marketing, Vol. 56, No. 2. (Apr., 1992), pp. 80-88. Management Science, Vol. 33, No. 10. (Oct., 1987), pp. 1253-1266.

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