Abstract
Advertising, in essence, is made up of message and distribution. Marketing science has brought clarity to how these two can maximise the opportunity for brand growth. It reminds us that advertising doesn’t persuade, rather its effects are subtle but definite, occur over time, and are difficult to measure. This has practical impact for advertisers. Successful advertising ensures that a product is thought of in a category when a customer is looking to buy. A brand with strong Mental Availability (and strong physical availability) is more likely to grow than to decline. But disruption is the word on everyone’s lips, so we must also think about the opportunity for conditions to change and for new findings to emerge.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Bibliography
Ambler, T. (2000). Persuasion, Pride and Prejudice: How Ads Work. International Journal of Advertising, 19(3), 219–315.
Bartiromo, M. (2017, November 24). KFC Offering 10k ‘Internet Escape Pod’ Ahead of Cyber Monday. Fox News. Retrieved from https://www.foxnews.com/food-drink/kfcs-most-outrageous-marketing-stunts.
BBDO New York. (2018). FedEx: What We Deliver by Delivering. The Drum. Retrieved from https://www.thedrum.com/creative-works/project/bbdo-new-york-fedex-what-we-deliver-delivering.
Culp, L. (2018, April 4). KFC’s Most Outrageous Marketing Stunts. Fox News. Retrieved from https://www.foxnews.com/food-drink/kfc-offering-10k-internet-escape-pod-ahead-of-cyber-Monday.
Deabler, A. (2018, May 24). KFC Debuts Colonel Sanders Pool Float. Fox News. Retrieved from https://www.foxnews.com/food-drink/kfc-debuts-colonel-sanders-pool-float.
Ehrenberg, A., Barnard, N., Kennedy, R., & Bloom, H. (2002). Brand Advertising as Creative Publicity. Journal of Advertising Research, 42(4), 7–18.
Ehrenberg, A. S. C. (1988). Repeat-Buying: Facts, Theory and Applications (2nd ed.). Edward Arnold, UK: Oxford University Press.
Griner, D. (2019, September 12). A Brief History of Sexy Colonel Sanders. AdWeek. Retrieved from https://www.adweek.com/creativity/a-brief-history-of-sexy-colonel-sanders/.
Romaniuk, J. (2018). Building Distinctive Brand Assets. New York: Oxford University Press.
Strong, E. K. (1925). The Psychology of Selling and Advertising. New York: McGraw-Hill Book.
Wijaya, B. S. (2012). The Development of Hierarchy of Effects Model in Advertising. International Research Journal of Business Studies, 5(1), 73–85.
Wohl, J. (2017, January 30). Billy Zane is KFC’s New ‘Gold’ Colonel. AdAge. Retrieved from https://adage.com/creativity/work/georgia-gold/50719?.
Wright, M. (2009). A New Theorem for Optimizing the Advertising Budget. Journal of Advertising Research, 49(2), 164–169.
Zanger, D. (2018, July 18). KFC Livestreamed 4 Hours of Cats Climbing on Colonel Sanders, and 700,000 People Tuned In. AdWeek. Retrieved from https://www.adweek.com/creativity/kfc-livestreamed-4-hours-of-cats-climbing-on-colonel-sanders-and-70000-people-tuned-in/.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2020 The Author(s)
About this chapter
Cite this chapter
Nelson-Field, K. (2020). How Advertising Works (so far). In: The Attention Economy and How Media Works. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-15-1540-8_3
Download citation
DOI: https://doi.org/10.1007/978-981-15-1540-8_3
Published:
Publisher Name: Palgrave Macmillan, Singapore
Print ISBN: 978-981-15-1539-2
Online ISBN: 978-981-15-1540-8
eBook Packages: Business and ManagementBusiness and Management (R0)