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| Author: | Broadbent, T. |
| Title: | Does advertising grow markets? More evidence from the United Kingdom |
| Journal: | International Journal of Advertising
2008 : VOL. 27:5, p. 745-770 |
| Index terms: | advertising marketing markets consumer behaviour United Kingdom |
| Language: | eng |
| Abstract: | Advertising is believed to increase market size (hereafter as: m-sz.), and that it works by creating desires. This paper explores recent case histories and historical evidence of successful marketing campaigns from the U.K's IPA Effectiveness Awards. Very few advertisers are found to have tried or claim to have increased their m-sz. In the few cases describing an increase in m-sz., consumers are found to switch from one type of product to another, without increasing their total category consumption. No case claims to have created a new desire. The inference for social policy is that banning or restricting advertising may be an ineffective instrument. |
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