The Evolution and Antecedents of Transformational Advertising: A Conceptual Model

• Main Authors: VANITHA, Swaminathan, ZINKHAN, George, REDDY, Karempudi Srinivas
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1996
• Subjects: Advertising and Promotion Management; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3011; https://www.acrwebsite.org/volumes/display.asp?id=7913
• Institution: Singapore Management University

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...