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This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1974, Ehrenberg examines the role of advertising by looking at advertising and consumption in general, then discussing competition among brands and the factors affecting brand choice, particularly for established brands of frequently bought goods. He concludes the advertising's main role is to reinforce feelings of satisfaction with brands already bought.
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