Personality and Consumer Research

Photo by Joshua Rawson-Harris on Unsplash

While advertisers base their whole operation on the premise that the right advertising message will help promote sales, Ogilvy (2007/1983), citing specific campaigns and associated sales figures, also argued the converse — namely that advertising that sends the wrong message can actually decrease sales. In other words, he argued against the premise that any and all adverting would increase sales and instead proposed that the…