Nerd Alert: How Advertising Builds Brand and Sales Simultaneously

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how advertising creates both immediate sales and long-term brand value through an integrated approach that connects thinking, feeling, and doing.

Topics covered:   

• [01:00] "Discovering How Advertising Grows Sales and Builds Brands"
• [02:00] Do marketers design campaigns for both short- and long-term goals?
• [04:00] The integrated hierarchy framework: think, feel, do
• [05:00] Five years of soft drink brand data across 30,000 interviews
• [07:00] Why this brand's path was experience, then think, then feel
• [08:00] Advertising's direct impact on feelings and immediate sales 

 





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Resources: 
Bruce, N. I., Peters, K., & Naik, P. A. (2012). Discovering how advertising grows sales and builds brands. Journal of Marketing Research. https://doi.org/10.1509/jmr.11.0060 
 

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