Does Advertising Work: A Review of the Evidence
Peter Kim
(Executive Vice President and U.S. Director of Strategic Planning, J. Walter Thompson)
3142
Abstract
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.
Keywords
Citation
Kim, P. (1992), "Does Advertising Work: A Review of the Evidence", Journal of Consumer Marketing, Vol. 9 No. 4, pp. 5-21. https://doi.org/10.1108/07363769210037042
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited