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 reasons for changing what they think, feel, or do, and hence lead to extra sales (e.g. Weilbacher 1993). Advertisers should feed viewers good motives for buying their products, and so create and reinforce product differentiation (Westphal 1999). Moulson (2000) says 'Advertising's job is to persuade people to buy'. Advertising's role in providing information is traditionally also...

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