The debate continues to rage concerning whether or not advertising ‘works’. Ehrenberg and Jones are at odds as to whether or not advertising is a strong or weak force. In this paper the focus is shifted to brand communication based on customer value and understanding. Communication is then developed based on results required in the short term and long term. Tactics are rolled up into messages and incentives, a dichotomy the customer understands. The process, a substantial departure from current thinking, enables organisations to know and track what they are getting back for what they are spending against various customer groups.
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