Brand advertising as creative publicity
Date
2002
Authors
Kennedy, R.
Ehrenberg, A.
Barnard, N.
Bloom, H.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Journal article
Citation
Journal of Advertising Research, 2002; 42(4):7-18
Statement of Responsibility
Conference Name
Abstract
Our view of brand advertising is that it mostly serves to publicize the advertised brand. Advertising seldom seems to persuade. Advertising in a competitive market needs to maintain the brand's broad salience-being a brand the consumer buys or considers buying. This turns on brand awareness, but together with memory associations, familiarity, and brand assurance. Publicity can also help to develop such salience. This publicity view of advertising should affect both the briefs that are given to agencies (e.g., that cut-through is more important than having a persuasive selling proposition) and how we then evaluate the results. But since few advertisements seem actively to seek to persuade, how much do the advetisements themselves have to change, rather than just how we think and talk about them?
School/Discipline
Dissertation Note
Provenance
Description
Access Status
Rights
Copyright status unknown