Does advertising grow markets? More evidence from the United Kingdom

Many observers believe advertising increases market size (with the implication that fewer people would smoke or drink alcohol or buy cars if there were no advertising for those products), and that it works by creating desires.

Does advertising grow markets? More evidence from the United Kingdom

Tim BroadbentOgilvy & Mather Asia Pacific


The British Government had a problem. The national diet was worsening, so much so that many men were not healthy enough for the Army. Previous generations had eaten home-cooked meals, a fairly nutritious mix of grain and vegetables with a little fatty meat. This generation was eating store-bought foods, less nutritious but more expensive. What was to be done? How to wean the poor off too much sugar and white bread?

This situation sounds contemporary but actually occurred in the 1790s (Colquhoun...

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