Qualitative Methods for Developing Advertising That Makes Consumers Feel, “Hey, That’s Right For Me”
Jeffrey F. Durgee
(Associate Professor of Marketing in the School of Management at Rensselaer Polytechnic Institute in Troy, New York)
443
Abstract
Identifies eight sources of brand imagery. Describes new qualitative methods for measuring brand images and general consumer “life images”. Surmises that effective advertising today reflects a deep sensitivity towards consumer feelings about the product usage ritual, the reason for using the product, the usage occasion, the results of using the product, idiosyncratic experiences with the product, the manufacturer, and daily lives in general.
Keywords
Citation
Durgee, J.F. (1990), "Qualitative Methods for Developing Advertising That Makes Consumers Feel, “Hey, That’s Right For Me”", Journal of Consumer Marketing, Vol. 7 No. 1, pp. 15-21. https://doi.org/10.1108/EUM0000000002565
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited