Advertising: Meaning or Information?

McCracken, Grant
January 1987
Advances in Consumer Research;1987, Vol. 14 Issue 1, p121
Conference Proceeding
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.


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