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Should advertising spend be maintained at all costs?

Date of publication: June 15, 1994

Catalogue: Seminar 1994: Building Successful Brands

Companies: Ogilvy,

Authors: Sheila Byfield, Allan Breese

Abstract:

In the course of this paper, are the results of a study which has examined brands over 20 years. Advertising is the continuous theme but each is examined in conjunction with other influential strategies ranging from sales promotions to product diversification. Because of the availability of data over such a long period of time, the focus is on fast moving consumer goods, although many findings may apply to other less frequently purchased fields.

Sheila Byfield

Author

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Allan Breese

Author

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Byfield and Breese (1994a, June 15). Should advertising spend be maintained at all costs?. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/should-advertisements-be-believable-or-convincing-