TITLE

Advertising: Meaning or Information?

AUTHOR(S)
McCracken, Grant
PUB. DATE
January 1987
SOURCE
Advances in Consumer Research;1987, Vol. 14 Issue 1, p121
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
This paper examines two models that have been used in the study of advertising: the information-based model and the meaning-based model. It argues that the information-based model has two theoretical insufficiencies and seeks to characterize their nature and origins.
ACCESSION #
6487431

 

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