Growing by growing distribution
Kate Waters, NowByron Sharp, Ehrenberg-Bass Institute
How does advertising work?
The purpose of brand advertising is to affect the buying behaviour of consumers. Don't let anyone tell you otherwise. The billions of dollars spent on brand advertising are spent to protect and build sales; logically, this can only happen by affecting buying behaviour and by increasing or restoring the probability that a consumer will choose your brand on any given purchase occasion.
Yet advertising is a weak force in the sense that it doesn't have the ability to change our opinions...