The Evolution and Antecedents of Transformational Advertising: A Conceptual Model
Transformational advertising provides a key concept for explaining consumers' reactions to advertising. The Product Life Cycle literature suggests that advertising evolves as product-markets develop. The consumer learning perspective suggests that consumers also evolve as markets mature. This s...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1996
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/3011 https://www.acrwebsite.org/volumes/display.asp?id=7913 |
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| Institution: | Singapore Management University |
| Language: | English |