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| Author: | Ehrenberg, A. (et al.) |
| Title: | Brand advertising as creative publicity |
| Journal: | Journal of Advertising Research
2002 : JUL/AUG, VOL. 42:4, p. 7-18 |
| Index terms: | Advertising Publicity Brands |
| Language: | eng |
| Abstract: | The authors' view of brand advertising (hereafter as: b-adv., for 'advertising' as: adv.) is that it mostly serves to publicize the advertised brand. Adv. seldom seems to persuade. Adv. 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 adv. should affect both the briefs that are given to agencies and how the results are evaluated. But since few advertisements (here as: ads) seem actively to seek to persuade, how much do the ads themselves have to change, rather than just how we think and talk about them? |
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