Brand Advertising As Creative Publicity

Andrew Ehrenberg
South Bank University
Neil Barnard
South Bank University
Rachel Kennedy
University of South Australia
and
Helen Bloom

Brand advertising seems to work mainly by creatively publicizing the brand, without trying to persuade people that the brand differs from other brands, or is better or best. Fairly few advertisements actually feature potentially persuasive inducements for their brand. Nor do they usually appear to change people's opinions.

THREE KEY CONCEPTS

Three key terms used here are now briefly outlined, namely: Publicity, Persuasion, and Salience. They are discussed later in more detail. Implications for sales are noted, and there is a concluding discussion.