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.
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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
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DOI: https://doi.org/10.1007/978-981-15-1540-8_3
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