This note discusses how advertising works from the point of view of consumer behavior. After a review of some of the traditional hierarchical approaches to the study of advertising and the limitations of these models, the development of the likelihood model (ELM) is introduced as a means to address some of these shortcomings. ELM then considered in contextual advertising. Subsequently, subliminal advertising is briefly considered. Finally, issues related to the measurement of advertising effectiveness are discussed.
This is part of a set of cases Ivey and technical notes written for the introductory-level courses. "Hide
by Peter Voyer Source: Richard Ivey School of Business Foundation 15 pages. Publication Date: August 8, 2007. Prod. # 907A11-PDF-ENG
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