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Research papers

Justifying our advertising budgets

Two views of paid-for advertising are compared. One is commonly held but unachievable. The other is more realistic. The main aim of advertising is commonly thought to be growth, but this seldom occurs. The more realistic goal is brand maintenance in...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven
June 15, 1996
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Citation

Ehrenberg, Barnard and Scriven (1996a, June 15). Justifying our advertising budgets. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/justifying-our-advertising-budgets


Research papers

Advertising for brand maintenance

In this paper, we argue that the dominant brand-building perspective on advertising is much too restrictive and leads to most advertising being seen as ineffective. We maintain that a neglected and under-developed alternative - the brand-maintenance...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard
September 1, 1994
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Citation

Ehrenberg and Barnard (1994a, September 01). Advertising for brand maintenance. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/advertising-for-brand-maintenance