The Forms That TV Ads Take ('FAT')
Tony Schlaeppi, Andrew Ehrenberg, Rachel Kennedy and Pam Mills
An exploratory study of how the general public perceives specific TV ads has shown that about half do not see them as differentiating the brand, or as giving information about it.
The Forms That Ads Take ("FAT")
Pam Mills
Rachel Kennedy
Andrew Ehrenberg
South Bank University
and
Tony Schlaeppi
Schlaeppi Research
INTRODUCTION
Most people see brand advertising as aiming to differentiate the brand. The advertising should give people...
