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- W1998554852 abstract "Many observers believe advertising increases market size (with the implication that fewer people would smoke or drink alcohol or buy cars if there were no advertising for those products), and that it works by creating desires. This paper examines the historical evidence and recent case histories of successful marketing campaigns from the UK’s IPA Effectiveness Awards. It turns out that very few advertisers have tried to increase the size of their market or claim to have done so. In the few cases that describe an increase in market size, we see consumers switching from one type of product to another, without increasing their total category consumption. No case claims to have created a new desire. The inference is that banning or restricting advertising may be an ineffective instrument of social policy." @default.
- W1998554852 created "2016-06-24" @default.
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- W1998554852 date "2008-01-01" @default.
- W1998554852 modified "2023-09-26" @default.
- W1998554852 title "Does advertising grow markets?" @default.
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- W1998554852 doi "https://doi.org/10.2501/s0265048708080335" @default.
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