Some Observations on Advertising for Large Brands
研究了广告如何作用于大型成熟品牌，通过纵向研究数据揭示大品牌市场份额随时间变化的潜在因素，为品牌营销者提供参考。
How does advertising work? Uncovering the answer to this question has long been a pursuit of many of the industry’s most respected academicians and practitioners. Much of their speculation focuses on the role advertising plays for large, established brands. Data are presented—including the results of a longitudinal study elucidating underlying factors behind large-brand share change over time—which shed some light on this issue, and specifically address the concerns of large-brand marketers.