Herbert E. Krugman was a pioneer in the field of advertising research. He is known for his groundbreaking work on the "low-involvement" theory of advertising, which states that consumers often process advertising messages with low levels of attention and engagement. This theory had a major impact on how advertisers think about and create their campaigns.
Here are some of his key works:
* "The Impact of Television Advertising: Learning Without Involvement" (1965): This paper, considered his most famous work, introduced the concept of low involvement and argued that television advertising could influence consumers even when they weren't actively paying attention.
* "Brain Wave Measures of Advertising Involvement" (1971): This paper explored the use of brainwave technology to measure how consumers engage with advertising.
* "The Impact of Television Advertising: A Critical Review" (1975): This review of the research on television advertising solidified his low-involvement theory and influenced advertising practice for years to come.
In addition to his published works, Herbert E. Krugman also made significant contributions to the advertising industry through:
* Consulting: He worked as a consultant to major advertising agencies and companies, helping them to better understand consumer behavior and develop more effective advertising campaigns.
* Teaching: He taught advertising and marketing at the University of Pennsylvania's Wharton School.
His work continues to be influential in advertising and marketing today, with many modern advertising strategies built upon his groundbreaking insights.