Advertising to the herd

'This paper is born out of a feeling that something is not right with the way the word 'consumer' is used nowadays.

Advertising To The Herd

How Understanding Our True Nature Challenges The Ways We Think About Advertising And Market Research

Mark Earls Ogilvy & Mather

'This paper is born out of a feeling that something is not right with the way the word 'consumer' is used nowadays. This word must surely be one of the most frequently used in the lexicon of advertising, marketing and research language. Yet it has not been subject to the huge attention or to the rigour of analysis as has the word 'brand'[1]

This paper is charged with the same sense of dissatisfaction. A...

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