Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 25: Meanings in Advertising Stimuli
Meanings in Advertising Stimuli
Our immediate purpose in studying advertising and consumer psychology is to satisfy our professional goals of making advertising more effective and to understand people insofar as they are consumers. To achieve these goals, we may give attention to aims of more general character. How people react to advertising is part of everyday communication processes, and to consume is to go about one's everyday business of being a person. Someone is always advertising to us, and we are always consuming something. Broadly speaking, we are not studying doing a particular thing that happens occasionally, such as going to the doctor or going skiing, although each specific consumption activity is of course part of the total and we usually ...