ABSTRACT
We have made a case in previous chapters that long-term advertising effects strengthen a brand and its relationship with the consumer. What we intend to focus on in the next two chapters is the development of effective advertising, which ultimately is the key to long-term effects. As we saw in chapter 7, there is a wide spectrum of effectiveness in terms of advertising’s impact on sales. Remember that 30 percent of the advertising campaigns researched showed no effect on sales. This does not make a great case for the general effectiveness of advertising.
