Brand advertising as creative publicity

Our view of brand advertising is that it mostly serves to publicize the advertised brand. Advertising seldom seems to persuade.

Brand Advertising As Creative Publicity

Andrew EhrenbergSouth Bank UniversityNeil BarnardSouth Bank UniversityRachel KennedyUniversity of South Australia andHelen Bloom

Brand advertising seems to work mainly by creatively publicizing the brand, without trying to persuade people that the brand differs from other brands, or is better or best. Fairly few advertisements actually feature potentially persuasive inducements for their brand. Nor do they usually appear to change people's opinions.

THREE KEY CONCEPTS

Three key terms used here are now briefly outlined, namely: Publicity, Persuasion, and Salience. They are discussed later in more detail. Implications for sales...

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