Advertising Effects: More than Short Term

Simon Broadbent

It is argued that it now seems old-fashioned to assume that a brand has a constant share base, independent of its advertising (and other marketing activities).
  

Advertising Effects: More Than Short Term

Simon Broadbent  Leo Burnett Ltd

INTRODUCTION

Advertising practitioners have long believed that they help to create brands, and that advertisements help to maintain brands over time. They believe they do this to brands by ‘adding value’ to them – a phrase which is shorthand for several different ways in which advertising works. But advertising analysts have struggled for almost as long to demonstrate what a brand is worth and to quantify how much advertisements add to this value – so far with few acknowledged successes.

Most modelling of the effects...

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