This paper tries to show how the major features of the behavior of advertising can
be explained by advertising's information function. For search qualities advertising
provides direct information about the characteristics of a brand. For experience
qualities the most important information conveyed by advertising is simply that the
brand advertises. This contrast in advertising by these qualities leads to significant
differences in its behavior. How does advertising provide information to the consumer?
The producer in his advertising is not interested directly in providing information
for consumers. He is interested in selling more of his product. Subject to a few
constraints, the advertising message says anything the seller of a brand wishes.
A mechanism is required to make the selling job of advertising generate information
to the consumer. [Авторский текст]
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