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Does Advertising Work A Review of the Evidence

Does Advertising Work A Review of the Evidence Examines the effectiveness of advertising in the light of the shiftof marketing budgets in favour of promotions. Discusses the reasons forthis shift and summarizes studies which show that advertising does work,especially during recessions. Concludes that advertising should not beneglected since, unlike promotions, it both raises sales in the shortterm and builds brands in the long term. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Does Advertising Work A Review of the Evidence

Kim, Peter
Journal of Consumer Marketing , Volume 9 (4): 17 – Apr 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769210037042
Publisher site
See Article on Publisher Site

Abstract

Examines the effectiveness of advertising in the light of the shiftof marketing budgets in favour of promotions. Discusses the reasons forthis shift and summarizes studies which show that advertising does work,especially during recessions. Concludes that advertising should not beneglected since, unlike promotions, it both raises sales in the shortterm and builds brands in the long term.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Apr 1, 1992

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