How ads work: Salience, nudging, reminding

 

The advent of the digital age has changed the way many advertisers perceive how advertising works. In 1991, Mike Hall conducted research among creative agencies and clients and postulated four models ...

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 ...

Our view of brand advertising is that it mostly serves to publicize the advertised brand. Advertising seldom seems to persuade. Advertising in a competitive market needs to maintain the brand's broad ...

Paul Feldwick uses the metaphor of going to the gym and building muscle to illustrate short and long term brand building. He explains that brand association network (BAN) is strengthened by advertisi ...

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 ...

An exploratory study of how the general public perceives specific TV ads has shown that about half do not see them as differentiating the brand, or as giving information about it. Hence there is then ...

While many American researchers hold strongly to the belief that advertising works by changing brand imagery/attitudes, there is a minority opinion that believes that in established categories, advert ...

Reply by Andrew Ehrenberg and colleagues to the four articles in the May issue which argued for `brand equity' and against their more restricted view. Most attention is given to the Hutchinson and Mar ...

No. 8 in the JOAB (Justifying Our Advertising Budgets) series from the London Business School. Part 1 summarises the authors' argument that advertising works as a weak force, not a strong force. Adver ...

In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages. Next they el ...

Final article from the JOAB series (Justifying Our Advertising Budgets). The authors contrast two extreme views of advertising: 1) that it gives a brand special `added values' in the consumer's mind t ...

The first 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 advertisi ...

The paper explores the impact of, for example, relevant advertising seen by a group of people shortly before they decide what take-out food to order. Experiments suggested that brand cues lead to grea ...

The author examines alternative consumer approaches to watching advertisements. She suggests that narrative self-referencing persuades because viewers become absorbed in the story (which also minimise ...

To examine the apparent power of appeals urging consumers to imagine the product experience, three studies were undertaken to explore the mediating role of imagery accessibility. Research demonstrated ...