CMN3174 Chapter 0: Article Summary - Investigation of Factors Affecting Brand Advertising Success and Effectiveness
Document Summary
Investigation of factors affecting brand advertising success & effectiveness. Essential part of advertising is the creation and promotion of brands. Ad agencies need to match ad messages to marketing strategies and organizational goals of a brand. How the message is delivered is more important than the actual message itself. Cognitive learning requires paying attention and many times the target consumers are not being attentive. Ama defined brand as a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Mcdonald/de chernatony defined brand as identifiable product, service, person or place augmented in a way that the buyer perceives relevant unique added values which match their needs more closely. Brand equity can be seen as a multidimensional concept consisting of brand loyalty, brand awareness, perceived quality, brand associations and other proprietary brand assets.
