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Journal Article

What Does Advertising Do for the Consumer?

Journal of Advertising
Vol. 2, No. 2 (1973), pp. 22-27
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4187890
Page Count: 6
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What Does Advertising Do for the Consumer?
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Abstract

The whole marketing/distribution/advertising mix is complex. This statement deals with only one aspect -- the practical way in which the consumer perceives of and uses advertising. It should be of particular interest to those who are concerned about various aspects of advertising, but who may lack experience as to its usefulness to the consumer.

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