Evaluating advertising effects on brand perceptions: incorporating prior knowledge

Jenni Romaniukand Emma Nicholls
Ehrenberg-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 link between the brand name and desired attributes in buyer memory. These brand-attribute linkages have long been acknowledged as important aspects of brand equity/knowledge (Keller 1993, 2003).