It's complementarity these days, rather than advertising
When consumers like a particular campaign, it is facetiously observed that they are ‘buying the advertising’ as well as the brand. Rory Sutherland examines an economic theory that suggests this may be literally the case: that advertising itself has a value that complements the product
Every time anyone takes over the presidency at the modestly named Institute for Practitioners in Advertising, they receive a small flurry of letters and emails suggesting a change of the IPA's name. Often, but not always, it is the 'advertising' bit people think should...