How to Use Advertising to Build Brands: In Search of the Philosopher's Stone
Spike CramphornAdd+Impact International
The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honours the...
How to use advertising to build brands: in search of the philosopher’s stone
In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this ‘old world’ thinking, where ‘emotional’ responses were somehow inferior.
