Is Advertising Believability Really Important?

Maloney, John C.
June 1994
Marketing Management;Summer94, Vol. 3 Issue 1, p47
In each issue of Marketing Management we reprint an article from a past issue of our sister publication, the Journal of Marketing. This article on advertising believability, an edited version of John Maloney's October 1963 article, debunks the notion that each ad must be noted, understood, and believed to be effective. Maloney has a background in psychology and market research and, at the time this article was published, worked as Manager of Research Development for Leo Burnett Co.


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