Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

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

Journal of Consumer Marketing , Volume 9 (4): 17 – Apr 1, 1992

Loading next page...
 
/lp/emerald-publishing/does-advertising-work-a-review-of-the-evidence-y1nPuyf9Kt

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

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 MarketingEmerald Publishing

Published: Apr 1, 1992

There are no references for this article.