What matters most in advertising campaigns? The relative effect of media expenditure and message content strategy
Bas van den Putte
Introduction
Every year, more and more money is spent on advertising. Between 1997 and 2006, television expenditures rose by 24% in the United Kingdom, by 43% in the Netherlands, and as much as 57% in the US (Trends in Advertising Expenditure 2007). But is all this money well spent? Lodish et al.(1995) found that increasing the television advertising budget was effective for 55% of the brand introductions studied, but only for 33% of the established brands (though a...