search query: @author Schultz, D. / total: 4
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| Author: | Schultz, D. |
| Title: | Determining how brand communication works in the short and long terms |
| Journal: | International Journal of Advertising
1998 : VOL. 17:4, p. 403-426 |
| Index terms: | ADVERTISING BRANDS COMMUNICATION |
| Language: | eng |
| Abstract: | Debate continues to rage concerning whether or not advertising "works". Ehrenberg and Jones are at odds as to whether or not advertising is a strong or weak force. In this paper the focus is shifted to brand communication based on customer value and understanding. Communication is then developed based on results required in the short term and long term. Tactics are rolled up into messages and incentives, a dichotomy the customer understands. The process enables organisations to know and track what they are getting back for what they are spending against various customer groups. |
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