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Does Advertising Work: A Review of the Evidence

Peter Kim (Executive Vice President and U.S. Director of Strategic Planning, J. Walter Thompson)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 1992


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



Kim, P. (1992), "Does Advertising Work: A Review of the Evidence", Journal of Consumer Marketing, Vol. 9 No. 4, pp. 5-21.




Copyright © 1992, MCB UP Limited