Mason's theories of advertising

Mason's theories of advertising emphasize that effective advertising should focus on understanding consumer needs and positioning the brand to meet those needs. He believed that messages must be clear, targeted, and designed to create a memorable image of the product or brand. Mason also emphasized the importance of creativity combined with research, suggesting that successful advertising balances emotional appeal with factual information. Overall, his theories highlight that advertising should build a strong connection between the consumer and the brand, guiding consumers toward making informed, positive decisions.