An advertising effect model

Shiv K Gupta and Eli S Marks

Omega, 1974, vol. 2, issue 1, 53-61

Abstract: A model of advertising effects has been developed based on a distinction between "persuasion" advertising and "trigger" advertising. The former is designed to induce prospective purchasers to try the product and to establish a "product image". The latter is aimed at "triggering" a purchase on the part of an individual whose image of the product has already been formed. The distinction has major implications for the type and timing of advertising. The model can be applied to determining an optimum distribution of advertising effort in the introduction of a new product, and the optimum advertising media mix.

Date: 1974
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