The Forms That TV Ads Take ('FAT')

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...

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