Exploring the Value of an Advertisement
Advertising can do much to increase brand awareness, but even persuasive ads do not change consumer opinions about the quality of the products being advertised.
Authors:
C. Robert Clark, Ulrich Doraszelski, and Michaela Draganska
Publisher:
Stanford University Graduate School of Business, Research Paper No. 1971
Date Published:
July 2007
In this study, the authors sought to understand how advertising affects consumer opinion of products and whether it boosts brand awareness. They analyzed data on more than 300 brands across 19 categories, including five years of data from Brandweek’s Superbrand survey and Harris Interactive’s Equibrand survey.
Bottom Line:
Advertising can do much to increase brand awareness, but even persuasive ads do not change consumer opinions about the quality of the products being advertised.
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