What Do Advertisements Really Do For Brands?

Simon Broadbent

The effects of advertisements must be seen in behaviour before we discuss how individuals are affected.

What Do Advertisements Really Do for brands?

Simon Broadbent

Introduction

What advertisements really do for brands is to influence behaviour. Specifically, when a shopper sees our ads, this should improve the odds of our brand being chosen.

Before we can speculate about how these effects are produced, we need to know what they are. The better writers on this subject have analysed some scores or hundreds of brand histories. Prominent in this small group are Andrew Ehrenberg and his team, John Philip Jones, Andrew Roberts and the organisations at Information Resources Inc and Millward Brown. This paper introduces another collection,...

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