Working out whether an advert has been successful is extremely difficult.(11).........For example,whatpersuadedthem to buy a car? You cannot be sure whether it was the advertising, the price, the oppositions distribution, changes in the law or changes in consumer attitudes that was the determining factor. What advertising cant do is make consumers buy something they dont want. It can perhaps persuade you to try something once, butif you dont like what you get, you wont try it again.(12).........In other words, where there is noemotional engagement, such as a consumers feelings about a bag of peas,beliefs are much harder toshift.
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