Evaluating advertising effects on brand perceptions: incorporating prior knowledge

One of the key objectives of advertising is to influence the perceptions customers hold about a brand in their memory.
  

Evaluating advertising effects on brand perceptions: incorporating prior knowledge

Jenni Romaniukand Emma NichollsEhrenberg-Bass Institute, University of South Australia

INTRODUCTION

Assessing the effect of advertising expenditure is an activity undertaken and debated by both marketers and researchers. One approach has sought to link advertising directly with sales. This has produced mixed results, and even those studies showing advertising as being effective have rarely provided any indication as to why. An alternative approach seeks to determine the effect of advertising on intermediate variables such as brand perceptions, attitudes, awareness or equity. One such intermediate variable is the...

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