Growing by growing distribution

Kate Waters and Byron Sharp

Advertising is a weak force in the sense that it doesn't have the ability to change opinions the way that recommendations from family and friends (and even authority figures) can.

Growing by growing distribution

Kate Waters, NowByron Sharp, Ehrenberg-Bass Institute

How does advertising work?

The purpose of brand advertising is to affect the buying behaviour of consumers. Don't let anyone tell you otherwise. The billions of dollars spent...

Learn more Get a demo