Determining how brand communication works in the short and long terms

Don E. Schultz*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

19 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)403-426
Number of pages24
JournalInternational Journal of Advertising
Issue number4
StatePublished - 1998

ASJC Scopus subject areas

  • Communication
  • Marketing


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