The controversy over the factual content of advertising has traditionally been looked at from the point of view of the consumer, which is to say the “demand” side. This paper offers an original approach in that it adopts the advertiser's point of view, or the “supply” side. More specifically, it attempts to discover whether the advertiser believes in the effectiveness of factual content. An affirmative answer to this question is provided by means of an experiment showing that the perceived effectiveness of selected advertisements increases according to their factual content. The paper also makes a variety of basic observations concerning the professional behavior of advertisers.
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Perrien et al. (1985) studied this question.
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