The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.
More Quotes from Michael Schudson:
Chances are that neither the client nor the agency will ever know very much about what role the ad has played in sales or profits of the client, either short-term or long-term.Michael Schudson
Buy me and you will overcome the anxieties I have just reminded you of.
Michael Schudson
The power of ads rests more in the repetition of obvious exhortations than in the subtle transmission of values.
Michael Schudson
Sales may lead to advertising as much as advertising leads to sales.
Michael Schudson
Different groups are differentially vulnerable to advertising and their vulnerability varies not so much with the character or quantity of advertisements as with the informational resources they can claim by age, education, station in life, and government guarantees of consumer protection.
Michael Schudson
Advertisements ordinarily work their wonders, to the extent that they work at all, on an inattentive public.
Michael Schudson
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