Advertising equity: How great advertising makes consumers want more advertising

Uncovers findings from research which suggests that advertising equity captures a facet of brand equity not covered by established measures used in advertising and branding research.

Need to know

  • While brand equity is defined as the value of a brand, advertising equity can be defined as the value of a brand’s advertising. Advertising equity is not captured by traditional brand strength measures.
  • Benefits of strong advertising

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