search query: @author Scriven, J. / total: 4
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| Author: | Ehrenberg, A. Scriven, J. Barnard, N. |
| Title: | Advertising and price |
| Journal: | Journal of Advertising Research
1997 : VOL. 37:3, p. 27-35 |
| Index terms: | PRICES PROMOTION BRANDS |
| Language: | eng |
| Abstract: | This study explores three advertising issues relating to price: that short-teerm price promotions are taken up only by the brand's existing customers. Such promotions appear to have no longer-term brand maintenance effects and are therefore no substitute for media advertising. That any consumer habitually pays a range of prices for a product: advertising can therefore be used to sustain the brand's competitive salience rather than keeping to compete on price. Advertising is unlikely to make brand less price sensitive , but advertising can maintain the sheer number of people to whom the brand is salient and who therefore buy it. |
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