Effectiveness: Salience, nudging, reminding

 

Using academic research and experience of brand repertoire development in China, Caroline Hayter-Whitehill and Nitasha Kapoor, of Acacia Avenue, discuss brand loyalty and brand repertoires. They expla ...

Colin McDonald and Rachel Kennedy investigate the majority of marketing campaigns - those which seem to have little or no effect on sales or share. They argue that because repertory buying behaviour ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1974, Ehre ...

The second of three JOAB ('Justifying Our Advertising Budgets') papers published by Admap. JOAB is a project run by the South Bank Business School, researching fundamental questions about how advertis ...

One view of advertising is that it will increase the advertised brand's sales by persuading brand-switchers to become loyal to the brand. An alternative view is that advertising's main function is to ...