RT Journal Article
SR Electronic
T1 Brand Advertising As Creative Publicity
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 7
OP 18
DO 10.2501/JAR-42-4-7-18
VO 42
IS 4
A1 Andrew Ehrenberg
A1 Neil Barnard
A1 Rachel Kennedy
A1 Helen Bloom
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/4/7.abstract
AB Our view of brand advertising is that it mostly serves to publicize the advertised brand. Advertising seldom seems to persuade. Advertising in a competitive market needs to maintain the brand's broad salience-being a brand the consumer buys or considers buying. This turns on brand awareness, but together with memory associations, familiarity, and brand assurance. Publicity can also help to develop such salience. This publicity view of advertising should affect both the briefs that are given to agencies (e.g., that cut-through is more important than having a persuasive selling proposition) and how we then evaluate the results. But since few advertisements seem actively to seek to persuade, how much do the advertisements themselves have to change, rather than just how we think and talk about them?