Justifying advertising budgets

Prof Andrew S C Ehrenberg and Neil Barnard

The sharply increasing pressure on advertising budgets could be avoided. The problem is that most advertising is seen or said to be about `brand building'.

Justifying our advertising budgets

Why 'brand maintenance' is down for a major new, systematic investigation

ASC Ehrenberg and NR Barnard

The sharply increasing pressure on advertising budgets is largely a self-inflicted wound, which can be cured. The problem is that almost the sole purpose of advertising is usually seen or said to be brand building. But not all brands can win all the time, so most expenditure apparently fails to deliver. For established brands, the focus must be much more on maintenance as a sustainable justification for advertising budgets. This will also lead to...

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