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The Waste in Advertising Is the Part That Works

Tim Ambler, E. Ann Hollier
DOI: 10.1017/S0021849904040413 Published 1 December 2004
Tim Ambler
London Business School
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E. Ann Hollier
Cogent Consortium
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ABSTRACT

This Study shows that ‘waste’—the perceived extravagance of an advertisement—contributes to advertising effectiveness by increasing credibility. It draws especially on the ‘Handicap Principle’ in biology: animals use wasteful characteristics to signal their exceptional biological fitness. It hypothesizes that excesses in advertising work in a similar way by signaling ‘brand fitness.’ TV advertisements were evaluated online for perceived advertising expense, message, brand familiarity, quality, reliability, and likelihood of choosing. High perceived advertising expense enhances an advertisement's persuasiveness significantly, but largely indirectly, by strengthening perceptions of brand quality.

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Vol 44 Issue 4

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The Waste in Advertising Is the Part That Works
Tim Ambler, E. Ann Hollier
Journal of Advertising Research Dec 2004, 44 (4) 375-389; DOI: 10.1017/S0021849904040413

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The Waste in Advertising Is the Part That Works
Tim Ambler, E. Ann Hollier
Journal of Advertising Research Dec 2004, 44 (4) 375-389; DOI: 10.1017/S0021849904040413
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