ABSTRACT
For years, advertising researchers and practitioners have been asking, “How does advertising work?” Most of what has been learned in addressing this question relates to how consumers interact with a specific advertisement. The impact of that one advertisement is usually measured immediately or very shortly after the subject views it once. This allows consumer’s ad processing activities to be examined and the impact of these activities on brand attitudes to be isolated. In this chapter, I briefly review the knowledge development in this ad exposure-brand attitude relationship. I then suggest ways to extend knowledge about this relationship to more dynamic advertising situations. These situations include the use of multiple advertising executions, and the interaction of advertising executions and other forms of marketing communications (e.g., packaging, sales messages). The purpose of this chapter is to formulate and discuss ways to apply what we have learned about how an individual advertising execution is processed in order to begin to study how advertising can create and sustain brand equity.
