oa Communicare : Journal for Communication Sciences in Southern Africa - A hypothesis of 'How Advertising Works' and implications for marketers and advertisers

Volume 4, Issue 2
  • ISSN : 0259-0069



This article discusses how consumers probably arrive at purchase decisions. lt�explains the purchase dynamics which influence the purchase of one product versus another product and one brand versus another brand within a given product category. From understanding how consumers arrive at buying decisions, a model is devised to suggest how those consumers can be approached with advertising and discusses why advertising content and style should be so different for different product categories.

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