Our Vi,EJW of brand advertising is that it 111iQS,t~Y. serves to publicize the advertised brand. Advertising seldom seems to persuade.

Adverti 8,l ng ~ 111 a com petitrvc rn arket needs "Q" rn a~ ntai 11 the brand 's b road

'S~! ie'nce-b'~!i ng, ,(3. brand the. GO'!1S,UrnBr ,quys· or considers buying. This turns on brand awareness. but together with memory assoc: atkms. f,CI'!l1 ~I,~,ari'ty! and brand assurance.

_ • • I . _ .8, I

Ptr'b~!'~~ty 'ca!1 also help to develop SlI,Ch. salience.

This p.ulJlf,ci'ty' 'vi'.ew :aF' ,a',lcj'vert~.slri,~g should attec _' o!Q.th, the briefs that arie given to

agenci a'S, (IS .... g .. , 'I' th sit cut-th rough is me re irn portent then 'I' avi n,g a persu aslve s e ~ I'] n'g preposition) and 'hOW we· then .e'v,a,hJ:ate the results, BL,J .since tew advertlsernents seem active~,y to seek to persuade, hew rnuc'h de tile advetlssrnents themselves have to change, rather than just how: w!e t,hil1llk and talk abou thorn?

NElL. B,~,R:N,ARD'

5'0 u '1.11 .B a n h, U nive rs I..'tv

IRAC:HlEL 'KE!NNE"DY' Un' i' vers ity o'F S,~ ,uti" ,ALJstn~ll la

~ .. . .

H'E1L:ENI :B'lDOMI consultent

'H: > II e ri.8(O'(lll'i@

C o.rn P'LlS erve ~,C 0 nn,

I" I:t,.'· Ntl " l'Ji\lrn In, ~'h I N'l. ~l~', ~TII1~ l',u \~\'n'lil~ moin h l1\ l"'i'l~~ at ivelv P U 11'1:1 ri ')" I ng 'Rh,L.'I brun Ld ~ ij,,'" i ~ huu L tr:v ~ ['l,~ tc~ pt·.r~-Irl~~tt" ,"trollpl" '!th,~l ~ t~ .~'I' biY.p-i nd (H'ffl"I;~ fr~,)'n1 f~th~1 b~\~ ~,d ~',~ 'If i, hel ter or hk'lsl, r ;11,: -'I,v h?·\+\.' ~ld ~:': '1fti'~~

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BlOIl ts ~,_'(.~:U al 1 ~~ I;l~:~ ru r'~ po I:,~'in I-ia llv fH~r~Uct~Jv~'· .j 11-'= .~ '1IlI:~'l" 1~'lliLll L~ t\·~ ~I r t h t I i r ]-' r~ I n ~L i'\ u r !.-lu lJu:1 ~~. ~,J ~ ~ :I,d H y 1,1 PJ:J", ijin~ 1 , ch, .U~l~ ~.'~(~pl ~I~, (i'pu1M,,''in~,

tU:~U}id ~ ru .mclv: ~.':Jill bl i~d.\I ~ Porsuasaon. and ~i1 ~ icnce. rr:;l~·\, ,~;n.! d i~~(ll~~I,~cl later jj', flU' re . hi' ,~, 11. lrll~_"n'H-~ Ll''' II f0111:l I·ur '!-iIdl·,~_i.~ T1 n~ I1~H .ii,L"~'d',,d thl\lr~ ~~. 'a '~~~t1,,~ 'l'l,dhl~~ d i~CUSSli m.

Pu b I h:,iity

Pii'blh:i ~r i -... U ~U'I~ Ily !oJ I ,t Ilnl~d i~·L.;., '! B~·in.g in~ X h _p'ul: ... Ii r notice Ii Rem 11 rka b I v, thi~ i'~ much 1.1 kt~ trtC:lui'I' on~~'l ~l k nOUIIl'I·'~ ~It+r n H i' 11'1'1~ uf ,"l~,~h c.I·tH~i,n_g,:' ., rv.L~i}'~-,

I, '11 ~,T '~'1 ~ 'I L1!1·· II t' k I',. ~J",,! I' b '!;. .~ 11''' "'II 11- ii, l"i.llil .,j;:~ ~"1I""'lIJn-'-:' t I i"il .. ~ I ~, LJ';'"

,~ .'_t--:r· \,"~ ,_II;; U,;," ,_,\,'; ~ ',~' U!I-!!, ~m', _!;I '" _._ 'I...";; !!l-H'_ '_ " . , ~. ~ ~~ ,_. _ .~'"

n~~; I i ci rc\ ~ Il' r. l.:"'t.~~. oj (t' E ~ J'4 :!.~ ~~ 10 l' i I~ I ~ tp'ri'c:",~ 'Ill \' ~ ,rHh:tl'I';Hs'il1~ VVr ~. ~ lJ"h,':rl: ~~~"I"H'~l'l)~f1Hr~L~ \.vi l,h ~;1'!JI"n,,"'iI)'~ L1.nd in ou~·' ''-V lLI'"'i.A/ I t ~ I i 11 ],~.r~e~ _ I~. ~ ju b hei t ~ !"i.n:rTIJ'~l:'H nH~'" 'C( rn' v~~y~ h'~~\'v 1 n fp rnttTh 'ln' ~,j "'"he p'T! JI,(.trhll.ir I h i'~ S l~,:t1 dil \ ~~, I: ht~ Rt_i'\J~~rl IrHJ X.'" D lJ i llillSj, I V 'l~ I'," j,.

~ ,

nl [nd ~ .~] 1 re'I"l,d.v-.l~n ~'H\ .... t ~'d:~- '~~'ll'b 1[1 '~-:H:!~up:1 t': ~j·n'1.k! l[U~nlil n~ ~'~f \" h'"t~ i h ,( i:I~,] 1i1 ~ ~'~ t' H l ,'j n t.od (1 t: j, (' ~ ~ 'Ix'!:: ~ ~ U .' ~

P''LI~'':~j,~il) i~ ~,rl~"I~ hI~hly ~I"t·tlth,~· ~'i I~~ ,n~ hft ·V.,.I 'Im'l' -.1'

., I ,_.0II. ill,

s't ,~", ~:) r~ u' l ~'I ~.l4 it ~ i:1ri' f r ~,t!" rvl 'U ~:" h :i ~ p,,' ri d f( If! II u b lir.tl) ne ~d . .11.('1, (:111 im ~I·H· i,i'np't·~ d r·h.;;'i'l'r-nti'L~Jiq.g .values !\):r the b r an d {tl~ I, h Ot.1 P" h 'it rna 'IV do ,~n'~,: "l .~ 211 ~I' V U11

i1. '

~ H\ ~ t:"lli~~~ iskHI b til I '(~1 n!~: rernem r11~1~a wlra ~ 'Y~ ~u sa J, td., ,",I Tho :p ubllc ~.zj n g funrli ut : 1:1' g~~~"J. briL,nd FnJ~' er-

., • ~ 'II I 13 ,( I I __J • , d

tp"'l"n.,'r ~,'N a U"'i') •• "r"',""S'l~·I.,'!' .,~:il 'I~ 'I~ ~.~,~, om [.;;II-Sij""'t.~H,:~,i:]' .. :

- I r n' . t. . r iL.3 'i,J w..~!,- I_ '() "_. ~ ~ • IL I! opJ! i-:T~ •. "=. ~ ~J ~ !.lI_ .... ~ !t_."L ~ .

Pe,r,s uat[~do'n

~I' an" pol '0 P 1~· ~(il· m h ~, be 1 lev Q that ['ld v er L 1 s i I~"g i,161S 'Jl i dfn~~ -rily p~T~U ]:~~~rlVf I _ 'U,:I!~"H.IL llt P~t~r h)'~lfnlt:.k!; the m llll~ n Ii 1 U n:1 t1d i ~ I ~ In u,1 I he I tUI1~1{f,11 I~ If Nfl1~d.:t'~b ~ v.

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'~.'t,~l ted (lVt vers-Le \~'V a nd MI a Ifl \;~iV~l", lli~tJ,ijl: ~I tj!~rsu~·=

.. ,

~.'ion h~ th,." 'pni) n',OL~t- l'· ~f adv~!·n~.in~.] ~V~H'lhV 'Of

. .

N'ial~ Fitzgorald. Joint Chai If"man of Unilever, ·hn.s m ~h 'd thdJt ~ 'I! qt.)]') , .~ r;~ ~,~~ l~:( p'III"~':' an ~ 'I' .t;t ·'i'n il ten t1'9'tors believe l'h.,( bl~~~ndiu,~, _ " , Is HHL~ ·,I.nun,~" . tharr

.. :.

r"t_IIrsUi:!ld in~ C{JIl~Ln1i~r:!;, , , • u

Tj ~n A ',,"" ]:lf~I' r-2f~nn) h,"'~, \,J l ~Ij'~"ll"d i' sI'~ llilar ~,~~nU ~ rK1.,t' r~. ,t ~1; b'l 1 U. t t h,lr,! 1I ]l.~. tcJ S.t.~~,~:5 ~ J. Thl:i' ,,1 S8 U n~ p"~ 't '~I n

t h"l't "til \/'l· rt[~t n~, ~lq~~.~.:,I~ F~e-r,~uL'~.]~.)n L~, '~~:11 11~~T 1.1 i !ll:d ~.rt 111,,- 'U·SA ,I hl-'( ill' r'h~ Il_;\t~~;l" H Q I ~'.;~ ~s' Il"I ul"h t hI.:

S d rnl:~' r'(,'::I,jf, .cl,~ tn L1S .LJ 'lh;~~tH~~ n 1 r"g V{ ~ u r r~'~ rl ru.'~ I"'~, P ~,r,: tlit. ~~,e, j~

B,RAND:",A'PVERT1SIN~G

. .

~I,~ l l~,tH':VU£"l,dt~ ~,nI11'('\On~ ~S to g.'i V~l tl.'l~n'~ ,1 f;'~ft.",n :1, , I~ H' ~ ~1 i n-"~' ~'H, j. v 'L" ~ 'L, r ~ , j r~. ~ I I..t:'·:- G:' 11~fl. ~d f! ~n, urd e r [I,;;' 'cnJ.'1.,rLrb0 \N h ~l t th E'Y ~ h tn k ~ r fe.t'l~,jl and Il herr perhaps de II

[,Ii, ~ r !';H ug ,~'"'ll~ r'~, U (1 ~ i o n ~ IHh~!' il~l~' "\,,,(1 ~y \IVl ndd b~l more '(Xp:J .i.e] t, llke ;~~ church pn?~,'~, cla i rn i n ~ ·~I.A ( len ~I S'LI n'lt~~,y Serv j;. ~ It bL 1 ,:-; il ve Y,evu I," '$l U ~. u $ft..h~,L:' ~~~,I U 1 p:j~r!_~.LI,[lShlll \NU~ ltd

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rt~lqu i ]re: no ~ on Iv the aU~"'~'.mp~L b ut ,] lso the ~[~~~d r l.e., ('h ~~ .~~ inn ~'n g 111 t~ U hl en r I ltl t.: IrJ'

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?{lOUl.

Bu tin b r ~~ n ,~d ~, d: v L"~ r t, i cd n"g ~ i1." t U .-)1 .d t~:. 1'1' ,p~;i in j~ PJ2'J"~ lJ:-li~,'l{)Ff,!i arc j .:~l'le' h d \hi'

~·~~·U· ind ] n the rni 11'1 'Ii tv Successful ocrsua-

,I.:., .... { - i.! . F 'iIoo. , ". ~ a. '!L. _,'-.,.IJ;_ ~ -.:~L.'~" 1]"_, jJ!Qi;;

to peTS,t~i'fI i.J+ng·~ nc t t.1 I ~ l~: ~)f '~lld 'V ~ rtis: ll"~ dU~I;~/~I' I, r~ ',l~;drl~d ~ ~, I f\~ 'f'l:t ~I, mean l to, s r.

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S:al ~'e"nlc~e'

'~u~,~~/~~-flll p u li':'~ ht i t-y r(ol)~ bra ~1a.:1 'X ~1 :FW~ ~l~ th '.~ ,~~,g}jH[!l,c,~j~ nf :t.hr~ bi',i111q, (~'~P'-~',~ialtr U. the .prod uu:t· .~ "1'1"' ~~~ rv i C'li h~, it H"t.~ t hl.~ t ;r.~ b ,1'{Yl, d, l v ~~~II,I; \.I::a rt ~ t, 1. l h~ rlici p~il~'1i L (irn~'1 urllng n"i.I~'I:1t:l$ and. .~,: ,~i g·~',b c ors I,.,

Si( ~U (':~ ~ j 'r.' 'i"n "'"u I' tt~f n l~~, 'r ~ f[tr~ lo ~h,~ p.:r',ti~ ~c··,n·~l\ ',lhdl ti(,i:1'n:Il'~:~' uf nl~n'ut~) 1.I'~H.1.:!5 Il.h~ ,·t:

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l;e8u~'i tn the' b I, ,nd r.urn in~ h ~ nl~~ nd ill rE! 1,,~j'~~'.~ n .11 C.fi n 1-1.;:,11::' ~,i Ilhl t~:i) n ~ fR·on l il':rti U k ~;l n d SlJtw r}'\r 2Ll01b). .r l 1~' nit ft c]:f~ ~11. :~~l tud i n ~ ,I, I r·,J 11.'('ep t bt:.i i.l1,~ ~l. bn II t .~~: r~d t ,'a: n t L-n~a n d\'i

~j.; l'1~rti tlr n1 i I"l:l~""' ·B'll i' ·~'.l i'~ rn uC"h Il"t'il"ti l 11,1.11 n1.t.!:n,~; ~.\tv:~,ren(·5'S :0.1' tl~l~' l'ri1~nd ,~n I[::s .prt'):~..: u ct (' ~i 'i, eg:u tv 0 l~ 1 VV -."'V"~ l' ", t' ;~" U rt d } ~

11',iIJ.~ '~~l Hh j "i~r,fr~ rt"'~tl.~ 1, as h l ,1""( l'llll (l f!:l! m'i liLJITi tv ·'.E'ln d.. ,~.ln' ost i.n~.'~'~ l: ta,b ~,v I th~~.t the

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b l'iJ n,t j,s :~It l~71!1tLlerl~HJ re·p'~J ta·h.'~c' .( lr ~(;"~:'''q:rl.,,: !~l'.I'r~:fUke !'int~,l(~ ,(llJ."H0'j"' ,~u.~h li;I\(.\1n.c1~·,. W.;' b~ I.it~rv,c Ht"~lt SL'l.{~h br,n'~1;d :;~I'i n((!' is.. \lit1l' 'for ~ 'b I'~~ F~.d· ~,~tl' b~t'ti'~l'\l! ~_ n ~J n,~~ 1:11 itl i 11 '~Il nr'l'''·· ~ ,'. ,(Itl~rl~id~ ,I~£ldl'n ~it~ej ll~, ,.1 ,b11'~ ~1 I l h~l ~t, ~~J'P n,j gIl t err d t.t~S h u "y .

Sa 1 t i:;- nCL"; Clr11,' d ,'-', I ~ I,~·~ P I ~ ~ 'i"t 1 U ~,h "l,d v tor tis:'

"

hlg ~~ 'publ n:Tty; PR'1I \<vu I'd "p'f-tn:l~lIlt h r :r~ ~.i:1U

d.i~:p-i.uy i $Pll.l.1.Stlr.~,11i~p.r ,~ln.d esp ~[,i ally t.rH~tJu:gh r'rt~V it .U!:ii. IbrE!n~J U~~l~~l.

C,~~)n~v ~,1'1 :~~ n~r'~~~ll y h ~1 Vi,i tn I }I·(~ I h ~Hl UI1l.1

hrra n·d i n thei r rupertol re or Vi,/ ~d'~r l"('H't~i d ... -.ifilit ".~!' ~Il q-r ~~'I i~I1J brands, F~ ~"I:~ ~1 birr.: nrd U b'(;~,c(..'111e . ~ I~ remal n ,ga llent Lhel&'Ie,1 lr:~'Ii

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need not re,qtdr~ ~l1y uniquecommument. "j~~;(;1 r h a$ 'I. h L:. hra nd lO b ~I th O'LI g.h'~ u f ,a~, alh~~t" ~hc,t best. b II t merely as r~ .. g;(.'HJd .~.nutl,~h., 'f

Th t~S ;1 l hree ~t!' rn ~s - I 1'tl L llci t r r 'p -r S, ~ t ~ ,.. b.10n, ilnd ,S.~ll,ilt'n(e--'l12 nd each le be used in ~i} \'djr'i;~"! y I~·~r d i rrew( :~nt Wil j',~. 13tl ~ fh ,) .do ~5 no Il p.r,E cl ud {~'I d, f.i1\!\' :i n ~ 5!~fl.l e i m pill ~;O~

j'd'l1 t l~jj~H:MJ~llj~hhlh :I: i I1t:S~ ·(1'5 'VI: ,It h~111pt. bJI rh~, ht'[I~; ".

V e rt i 5C d b ra Ii'd~h... ,~: n i ,11 t~\S,:,,,,: pLl 'hi t' f~ n cti,Hn loll! :«(t'(:~'.'i '~':~I p:r' '11 ~I r,~,:d~! ~,,~r'lj:hig-, A.i:t such, \-'\!~ ni'vit' 'W' ~: hree 11;1 spccts:

1., ] I' l ~"i\~ ;a"d, v er Ll~·t~n~ vn t~ pub: i i ..... ; :le' 'I. J 1.l' ~·':ri::'lnd

? ,t-h,l V\' i.~ r"l~ ifl t hi t' r" tI b n r U ~.t r LI ~'~q:: I, h n ~ ,[ hr,o'ltg,h fuu'":i np;i [18 0 u t CH~ r~~,!' i:"(~~ h.]n.g 111,t'!'n'It'~ry tn~ ~e~~ for ~ hl" br!~ln~-I

J,. l-~'H\:\t ,~"rh;"'p.'rl hiJ H1lg iil;cl:~ ~1 ~ p,~!bHr.i[ y, n(t

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~ i:! ]'"tf::'Ii'~rL''' t] :'Iif,\'1 ,-! '~l

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IHow ;adv'ler:t~_s,e Fri enits pu bU c'iz;,e b,'RIt:lds, '~un' e lti, \.r~l'ti. ·:t~nl.: ~n,tts ,~1 i~,:n-u U n~"'f' so nl~-

rh in~r n~\"V I'. ~ ,,'Ij;J-; ~ 'L~. n-rit.>;'e-=:('~Jt ~ lr L1 ncv\'~ bra nd r

~~I nJ VH'

B u I :~1 1 U~ ![ ~ ~~ \',.n :1" U ~ . ~ '11~H ~,11 j 5 (1 r l:, , ?1' b.~ . u i ~

b;tl~:"nd, (H' ~lnHlh~,I~ !S5UD (L'~~'.I n n .. nk.:...Dti \Il~~,

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~ h'ill, Hl L:' rl~~!.:ip j ~n I ~,:",": i;llnti;u~t,'\- ~lvv·arJ:." 0 f;

H,N~'( I n I;"~~'q ~ It r ~jS :tiil'l-j"U ~ 1h:t:'iil h~·ljj~~: f>l,,;Irn'i n!lh ,~j lJ:l~~ n i, 1.1 f (lrnl ~ d I'~' (J Ohn,s,rfn. .L/51).

-rh~ rn~'l~..l h~,,,'.\;;i.ly. ~d.v~rtis~tl l1'rahd~ I' i k~:i' C,~ lkr i"lr 'N~ kj.,! il·n.r~ 1~~lO\'Y n h·i biB r I ~rl~ E1.n.~ • .-1 h ffi \":~' . .bC't::"n ft.. I.r v L::"~l rs ~ V'~"~ Ir ~ lL:~' ~:[ i 1 ~

r. " .. I·' 'Fi

~'\ t,\f"l r(,n~\j~~ :~:Ui1:V.. :t'l.l\~(~V(.Lr. h(! s~l,b~t~I'-

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sc]r~lI"~nlJi kno\vill~ e'xpLk:irH y til r] t on~' i ~'. i~ ~va'r:~~,pL:!~L~:J]'y \ViH, ~;'f~ it~rn ' ,r 'n~~ 1P',~i'H·~ll t~H~ 1·t.'h~varH.?::I h:) .tilt" n~'~ipk~r'H., Th, iu,-,

f 0 nl1 ali. on f112t \, c v. c'n. be 1 r 'h u Il P ,~··OClE' ~~t!d 'ill th~· n1 ind {li-l~r.' lh~ In lll~, ,~J t-hou~h re·_ l~-l:~~ b2t"1 t .... ~, Pl'S L.I ft!l ~ ,(, 1:1, Ti ll:i ~~ d t,~ ~ Iri1rt'1 r(~ ('0 n ~

sr iou S ]10 U n~ (~' 'I t h Ln k l've SJ,~~'n 'th i 5 b.~9J.fofi~,:f" ~I< r lJ~~ll~nl' lqi:2);

rl ublloi tV 'l~fu~rr does nol S012!ll to be trv-

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t n~ to pCirSL1,fl de ("t~ n~ u JllJZ'J'" S' to. L.. .. ]l,a·n~~

\<V' h lit I h L:~\" f t~.,ti I. ~ tn~l u '~ I he b :i;'~ ru]. I t rn~~s U, '\1 .

III! -, I' l'

,~"" ]1 'If '., ,. ... t. ~ ~\. 'I"" ':<j,~,! ;';'i ';'!;,:"i!i'n ;:. - "11"""'" f"'o;'J<"I1 th ,. 'n k

'!;..~ n .I,;;'.' .5 E·~;;..., ~. 0.' -s- 'L'!f.~ ·'!t"L.· t: ... "jl,,,,":L;~ U I '_ ,:C",I,S fE,C,... "~Jj·,I.,, ,;"

a,n",i rernern ber '~lNli'l~~U" bl~ (l'lOt '~I [ H,H 11.r.and :6,! oJ I ~,~ 5t1Itti,t'i p:~~tl'Plt~ .. , It,hl'1~rll-'~t):rIi~"j speak 1~~eJo;-, rati v~~ly o~: "mere pH b lie i l,y~! ~iH~ remarked .. t y ' .. ~ oran, ,~990, ,,~ rid Bu ~ In1,£] 1''01' i (98). 'V'et even EOle;r·1itl.l,1 ~s .bette.r 111U'U'5Cl,j,·,L,1 .. p'· vV'UJ ru,t. S'(;l',U if. i l is nut kth,Jti\~'n~

8~atue',' tit" itl1\i I,y s:tr:fJlt~ ~'eLI,iLng PC(~:PCt!:lt'~ ; rl' '} ns 1:"~. I t· .1 ~ n"i'lir;i rJJ ta lk tn,p-:-I' t l,j nrs ~;~; l v i;~L:I t . ~ ~ rr

lL ~ '!io • 1:.1 IIij • ~ ~I I L..'i=- 'I •• '1" ., 'I • ~ '-r.. 't . Ii ~!:iu .

'\;"t'i'rb~'I)~ i,.~'.) ,e.~~qH It i.ve and, i·P·1.'P·81.~t.fLi ~ '~~'''l:yt5 l,~f rcf~'f.ri.n.g: .kr the b rand to he I'p' b rin:g. 1 ~ before H'!~' ~pub'l ir !~'g,']"t'. The ftll i~,.l'N'tng, ~}~ rn p!~U5. i 11 u~tr a t,::i .l '~i :r:,;,~, Ii';\_ en f ~ r ~"\llli~1.'I'~ I n;~ y a ,PJi,e~l r b~ b~ a ,~J i--t:l,.rd & .... i FI' approach. "iI:l111.1 I).

1 .. , ~Protl,al,n,':illri g 11, e hta ud.", M, d,n ''f)' t] d \r"e r-

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~,tS~nl~nt~, ("in~lu,d, i·Il,~, b~]"I b(-'~~ :[id-~~ T·~'.shi r.'t~~,:. ~HiY..~· flp{\nst:'rship)' iU~'~il ~e~llllrc· th~· brtiJl.t:l,'~-c n:arnc r~;[' eu r ren t S';~ 0 ~"M n d '~s'~-i n <: tiv,e.l.~":

~Ii' N' I I'1' E' rl', ., ~~ C' k' 'I'" T't"n

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.. _ .r'- _ .!!.,.II ~ .' ,-.,. L. :-elil I] .

~P.~1'puJa~~I' '~'_l h~·~ t~, ,ar~d !LI1j~' g,CIlU in:@ 'i1tticl~. IJut j··l~.,~n,u,y,r.,.~ l·~ ~ e'" VIlO)llll d .. not 'S:fiv"~111 tJ,,is "fnr

y""".... •

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t~u~~b I· pu'p t u~ r~, wit~~'-.i.~r and,. !ll.~:I" ig'i ,n~i 1,J!.' hil

C~ ca,-'l:'='oltl. b 1sh~,G·~.t 1:'t ~ rJ_t~, con5U 111.el~· ill,hldl ,~~r I·~·_f"ttt;r:l~-h ;.rn Y' 'sp,~d, ',pt ~("r, I~S:SOC!·i'I[]jO,FlS of th,~.i I; nwn tQ rl~. ~ br,!3Jld., (. r~te l+H~, ~;' ,~J v ~"~' t.,~,s~HliUi!,I' f b·,itl,~ r.e:l"n h ,:.d ~d th,~ m ,t_' f C' ,llz-n -c~, ,1,[-, rl~· ~J ill: t f \AI h iell ~ S \IV I un t I, h,~' ;;ld: V,t~1 ,~

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FI .1 b I i~b~ll1~ d hr;]l1d i~. :tt'hl~ rL:J~ ~rl'~ i~lb'1tl f Vir.1 h II, I~(.I '~lI n- ,':~t,,~· . h· ~f\ it h rh ,.' ~ d, \' t"'1 r{- ~n~g, ral,he.r tJl.-, n t'\,'h .~,' ·dV:Ji'l~tls~n·-:~' L~ ~. I Lo rCll:11.:: LC n1,' . .rs; .'1 ""iAiha l ,~v{ 1 kc.s tht_JE bra nd,; lilllw I'N1' ~t h'l..l r 1'_iHld -.:- ~'" I'~~·~'t.· ~ h ll"i .. In I rl'~.1

, I' -I"~ ']-' LJ· L;r. ~ n )' '11 n '. ~ "]' )

, '''-';_ 'r' .... 1 .:11,\&, ,¥ ~ 1,:1.

[Pub i'city nlD,t [perS,Ui8s' on,

II'", noL' d ~', 1 "l hi .. ·r~ :'oi1 t.i:'lrl lH'~ :rv '!~' ~'I.~ ~u n b~

•

_,f(fd'\ ~,~rthdnH ,.~, thfr~ L works b~, p1.r, ua··~il.H", r r "l, ~·,t'·I:lSl th -'Y i nrp I ) 'i L ,{ e1~" ~ rr t. P'I;:, rsu ~lsi! '11 tes ~~inJ~n).

Btl [ 1·:h~·n':1 l~ 'r u tV ~d-en -I. i. h~ t ,~.li\H-;,-rtis·illg

r.:1'

'urrive: S,~,UjJ, ,:::r e,\'I~, .b~rn .iltaJly) "converts' ~ in su rue rs. T here 121 tl: ;"J I so rna 11 V ~ J 1 terri ~~ 1.

..

is s i mp 1 J' . n:~iJ ~ ~.~1 ,~B a se I, l.~'V i d ,i n 't 'Ill': '1 ~ Dgl srn: ~j Ad v ~j n'~ i lTg' is. nlJ~ an LUi be -'l~ r J:J.', sive, Theretor ' if it' .. till ~d\,' t::ltiB,~·n.'H:~:nt H 'm nst b:1 :F ersi (,-' ~·,i: ~! ~~, Q, E. D. "l' 11, us -N j k~' pri n fk'ld ,,'~ n .a T~!-; hh't has F be f ~1,!;il'Sll~"~ ivc rr j L~.f~'. b U·~ c US:-I H"~.,:l. 11 ·f"Tt:TI.:i.5~ men U

1, 'P, ~'(_p I,~ ,n", l": 'p;~k. 'LI ll', hln,·.Ln,"e_r·~l~bli.l' ad\{.[~':~ t"~ S~111:e'n t ~ '. ~ ~ ell. cl tt:' ~ a ".d: t.,:tob~,b hr

. I ~ - ~

:n l .. 'i rn nv p r 1'11:, ~$I- 'LJ f '-1-, ern t] t i ~.~. 81 ·s u b,-, . "l )n~ ~'ci, 1u$lv (l-h.:~:: 't h;; ~t 10:1 )-b km,t \'\ i th ' ~ ~-

• "';'1.1 • .,; I II

~T'Lo.1St no ':"PPL~ ren t e~Herts: j]~See' adveF'l: is-' 'h "'!~ (. nd do· j'~)'[h v.n~~. ~j, r-· ·it~· pr, n F'l.:.'rr~.llils-i~'n~kl~ I, [h:':i[". '''or",i~ f~~lr Lnl0r fhml· kh@ P fCJV' ~tb"i.L~ I had f ()1~ F~e,r5UI_l~ i \{. ad \~~ .....

~ J.~,.i 1'1 g' !\\" ~ l ,~~ L I b~ \,r,a·~ l ~~l.

r\d \ ,~r' ti:,~ ~ 1'11. ~n ts ~. ,- l·d_(~.11 ~'-~. 111 C(' 1"·S.-tI·U(t:~·t t ~ .. d pp ~1 r ,-: ~rsllcl.'~:i"\ ~~, h::~t t:l h Ii.[·~ ~ i;'j 111,1(!·/.I~/5ld (. ·'I-rt~i1',\"V S~H~"), Th..:·v· 'l)fft~r ~1I'

I~ • '.. . ,,..

iUlp i) l~n !~,fr 'n'g in.c'.n 'j\tc, ~'ti V" 1.: 11:$,

:-;r;r I ht.tLrri *

Th i~ ·i_r.. ll> LJ it~ II n ~ fI: ~i ~i th~'r t'J'U f ~ ~,.l, urn JJ ddvu e':ifCY I,r '0.,1 hr~~~ [g'l t.lIS .c~ ',nV, '.r':5i, l~', ,i~'

whl2·re "'+·.-lJt,~ te~ ~~ ,':., ~:--H!H" I l.: fl 'd t,e lixpH~~ll: thld '.LliH~!· t:·h~ 'i~,,[~l' H,'I :"'1' ,n~ (Iii"·· ,be-l'tvcel1 j ~ C L'J j 1 [_) ,N (~tff V'i l·I .. b .hi~' ht~~u.~.)\ .~ J·l~~ ~~:N(,t ;C~ullt ,:" And l'h .... _ inr·-'i·nl,hl~s lltf L ~ il':Ii· -: vc'~ t.:lsti:ng v ,·t~ II~ Etl:"rn al,a."l n(ti n-r" i( c .. g., E h re n b:~ r~" _ ~(H)J).,

~. i M' u.C'.h ill,1 v.~rUsi Ilg; tl:l .. ~ ~ry s.~t"ms II 'prlt'-· - ~t.~nl;i ,til t ['f' Lh{ ,he:; :''1'' ~~I.f fll"c.:Uljni:1~ b I' :lId d" '~fe n!rl lei (I 1l:"U1 H' ~_ iH.l v',e:rtis,

rn,~It:lI.ts h~"l v·~'" t~ l ~ i.Y~! ~ Vit:r)' Cl)n~ IJUt,·)t

._ n "~n~JH ... Il-U·· lld~f, d ~I);llue It ." b,l! lble t·) 'c;:,'.1l~Ct fln~ t l"Ult'., ra,Ole r tlTan

,IJ- Jtll .!"", Bud: in ,P r3 tj.ll~, consurn rs nee d l he: prllid u ('I ,n' "I '$ ~:~I'" h~ kn 1P~\i' fh It brar l~ ~ ,J I"/~ rl.tl. 'r-iu ~~, .... n-Ii k[0S: ! ,I k no w ~ h~~~~e, b'l ~1, nd s are ~~ II . It'1 ~ .. S"iI rn .!I~ 'I l.u.~,1 h, ve l~t l choc .~,~. [one CI s] th_' h [i'~L!1 ,( B'LI II D':Jl ,t ")"l;1 ~ , t)'~~)'H).

~ 'P[t1'FSU - S'] ve ~ll i v I "rtj~n1rj' it::'· Ll' .. ,.' trnn v,

..... II I .... :... __ ~ II [I. • ~.)iI ."4 _ I!.. ,J r:m I L II' !Fii'" " 1 I , • n

,'~I(~ U ~ s h uriI d 'h~' h e lJ V U Y " r c·~· [ !; l ,['1 '~rtar-~{art '( e~g 'cj Mel onald, ·1 LY~2-~ tY:l '7;, I .:'ch'lna.".n I. .ll1d 'S~ ew ~'~ rt, I qA~19: ~ ptil,~ ·pl>· fi n d be i ,I ' ,g' re I"~~la l (1 L 1 )/' '. ;~ .. h ( r ,i ed ho n ng, or even i~~rih1~~n~~. h, contrast, hlJ.C;:1,t."r p: i hl_]~., ty f .g; SP-?I1,~[·:'rsh'ip .. N' iJ .e (In' \ - s h i r: ~ .; r N 0 it 6 () Ia L (- \J~' '11 r s h ( p ....

ron t~ )' ~1: .n usual] ~ I bt~ r,rJp-1).l: 'd rrl nl0~t i ,I'; 'h.' r nll'n ~ll~ Ty: p. (,- P h.~ "'i,-- i,·.1 m~n I.·) k ri ,t\¥ that ad ver+isers arc: ~HS,r rcrnindiru; the m .. -r 11 .. ~ r ~ . n: '. ~"'p.' r. ~~ 6 ~" I Y b, -n t) 11 v ... rjt, .. pb.:.:u I~' '. ~ 1-1 J ~i rt_'.I··.~ 'I . ~4).

~~. 111,e s.11 (1 rt ... b?T' III t{ f-f e cts .. ~ ') f rl, ve r t hs'l n ~' th 1 ~t~u I'" c ~ui ~ ~:l rd I y 1:( 1 '~ut;:" 'rp sLr: Tl~ .tl pc :rs1.I rls,i n'l1, I\' if l'h iY' ~lrl~' l',.nl y sho r l t.en11 , Blll t-I'\ry t"Hn bt~ 'Cl us~,~d '~y 'ri~~~,l~ rn~" n ttl, II:i 1 y 'It~'-fres I:~: ·~,d 'I tnl n d =l \~ ~ ren ';;:$:;"

9[15' [:(1 rl v n IJ r \de.\rv rs t ha i: ·,h.l Vl."rl'.i.~lt!~

,.-,

n1; ~~1 t.'~ c.;~ ~ be '~:fr~:t tj V . ow '~, "j']"' ~~ ,a ~.Fl.1 .~:i' In p'l y

thx .u~;r.'h Ttl b.'~ [t.:·::~dJlg ~hti ~ f.'ln.d m(l J]1' !'j]'-

~~ j -

b, I. Y j' VVI t,1l au:t !l~l, V· ~ n g t~1 ~; r ~ r-~ b~ 1.1 d[~~·~·i t.'r rn:-~' ~I U. []i', e,:t·~ t h,~, '~' t, h.,eli brcl n. ~j' ~ . bl' U~,lr fl1.d 11 I h 'toV

. ?

tht "t~:~h ~ b,~r '''1'',1, Such p LI b I ~cj ~,i II ~ Iwork .. - th,rouJ:!;.J.l th~ bli~lnd '~, ~fS.(, nt,~.,c:e+;!j

S'ALIENCE

\N ~ .y' d }t~s arr ;"~:XpCl'j' l~n{,,~~.J {~, )ft:U n1l f 'H 1~'S't buy.· p~~,.rti~'"utk].ii tir l1ij .• /n,-d the:~' ~"'(·l.~'t'irl:u Ito b'l'I''-'" I (':fI. ;1111 ,l~" I'1Ll,I~'!' oy .. re'.I_·I~t 1tl"~ of 'f"vvo or n~ f, ,In· h' ~ bit Li ~ll hr,2Lods.·' 7 The p't'o~ .~ ~_Mt;-s. I:n ~l.'. b j, ~ ll;~ ,;- c'ribc,J ~ S '~ht-i 1:/ -n J . d' "h" i,l '~' n g ,gi;l i ~~ud -:If't"H,,' I, h.~tl1 nhl'i nti~i.I'Eld wb a l 'Ale ('.["11 ~ .5:'11 t~;n('T". 'in a ttl '!:]lC II'"' Ort,l,a·d ··'~n~t \l f I htl. tern'l, VV ~,l r:lOw fit. ni~]~t~~r iil hJrr~~

I", What :~u"t=h Sali,k1n '~ i~

2. ]::1 t,-,\,,/ !::,t.t 1 i:,rJrH ~'I ~~~rnti, l,~) L~' \,r, II'Lr~

,

3. rlnv!i Sn H(~nl"~ '\\0"00 rk~

-l. I' ';,. - y ~ l r-~{_I, UH~\~~ l hl~ L~,'I'I.Hl:d t. I II ,I ,~ j j ~'~ tinct ~~tJ.i.~! but ru 'I ~\I iff: r jll]~Hah:~d~' (~~~-~_.~ tunct iunz ~ I .

What, ls rsall,enlce?

'Sa, III ~en IC~ i n ~ ~ u r ~I Ill:51l' l·~ ~~ [1{ . U t d.l·~' br nJl c.j com j 1'1~.. t· 1 fill i; nd i i1 r/~'t!I"~, Hi, all y I'I'~ I [t v]n l t.:h· "bil'"~1 ,'~ituntrlU"t5 (Ru:rnfl i tiuk ~ nd 'j'l :~rp.~ .~un~ "-}. The b ra n- ~~ h,~~ II : me p ~J.~t '~f

· '~n,~1 r~: bread ~ nsk'! lTiUion 5(_! - ~ ,i1 band. ,1 k:d

In'! 1:11 lKht b II r ,t ruse- ·hhl"r n '~, ,J' in Vil:' .1: rs ~.h 1!.~l:i .

r hJ ~, g ( ) ~ .... . \tV. j.l l: e y ( n d '[ r',a, d j I" i. (, n (I 1

· \-'\';). n. n ess~, or I! v , err U'~" j I ~. (-n;~,ln:s;) 1'1 r :;f ~ L[: h \ '-c, 1"'."'11.- S~ (tf,ag.~ Hrs'[ r: ,(:,,,,::'11,,,

S ,'~ H I ~ n t·' C, :1'"1 C C r ris l h,l j i S izc I, of t h ~~ t rand in H'·~~~' nvi rid (R~l[ntl n i uk aru]

,

Sh c l"J ';. 2:~) U!l~ L i.. -, ~ ~ ,,11, I L h - r.1"L ;l1,U ry struc-

h.t!"I:'s tha'i"~ n ,., I 'Ii(n~ l hr brilnd t· COUl ~ J'lf'W'b"nJ lfiF tht wkh~ r~ngl~ )if r~c~ 11 r-u ~~ fh;r,) t tan )i~C[J,I~ in. pu rch_i!s ~ n~l _ ,Sh'JnS_ W i't'h. I: h i:,~ ~ I. S h 01, rl~ .Mol'j; rn'j, 1.1 d j j rt) m:, ., ft:.I~~, "I n ~ . ~ f lJ,~~=,

'~ n g f~11l1 f I, L~, r t'- 'Ii d r t!'l 'I i rl~~ H· c,~ f ir1 t5~'Ll :I~i~ n _- [I f~)'~~s" :I'.\~, h~,ard or H~ III shn~ild ht·. ~ilU r:i.gll L ~~}. ~1'b'I;l't t~, . H,lt l~ I·.,~ Jd d.~~·.l.grH1l jlt'l(1: '~f

I

'j t:: 'I ~ "'Ii , . i". = 'i .. ': ~ ,~-': ...... ;",. "i ,1 d 'n' '-ln1'"''''ry

,.:1 tl ~,~ 1.·t,:,1e -,,1 ~fV 11 ,I, ~.I!, ~ ~i ;{.II _,'_ ,1"t; .. ill, '.

'I

'rr,aL'\~~, ~ Ul S h~H11 H ~n rHy ~ 1;)h~8. ;'ISSU r~Iit':'"' .

Jvt~Jhlll (:~qq[. i'n hi'~, ~. nl~n,'r ~- rip-~\' Jl~·iL;. ,·d V!i n~', ~'it'i'l': 'tJ.tli t.'l!} (' f Ll br:-uld's or .. · "!s-

..

!n.;.",,"~' Sin1iLt;H'iv B-ullm~"n:~l~i'.~ IfF m""~'

,

I( I . {, 'i ], )(,1::: • .) ~:-i, ill ,-'klrf td "Vll.:V '( ~r r[ {I~I' L]J1 '!

~,1n~nC'!I. t,ut it [lv('r ... tEl,b~~ the J' It.:;f b,j, , 1: r~lnl.t~ ¥>"U_ -cl'~~fttl .; Hufllf"SnC ~. ~.~1Ii tn I h,~ s ,.1 j"ln It ftflf'" tl r·, ," \"\1 hl u~ .. , .. ,',:" "l ~nsidt·t

th~'Ill but 1. ' Tllv ~.' fa rnnll..s. II

..

':'~J l i l,i'f'h,'"'t.t j~: 11: ~,t t"N~l u~i V~·. A 1 i li,9 j V ~:'d'U.l] uSl!'"liv h"~ ,·1 C·~ !r1~1lC',~rrlti'LUI ., "t f se'v" !~,i1.1

~ .

ccrl.~ pet Hi"(!1 ~ '[t. r . ds' ~:l~id ~l- lot ~1 ~'! IT,1I ti:l. V Lf hu t llt),l l'n 1'1 U V nv'~' r ~: St~ri e 5 ,.f f'H i r("h~~ st:;~

~ I.

(:f1 nod ~,I h e.r~ n(/~ n ' l.Jp H n. ~r ~n r 0 rHt~' G'r ,~ll n-

ufhl'r si1I'~~'In:t ~:ub~~Bubi' t'Ul :~n,y ~Il,t~[ in'to :pu n:hastl (,(,~C~ ~'h.n n ·"I(I·d t ~\l2.n li~~' llr [.H ~ SPl!ct '~'I l"[~: 'lS-t~nlo 13 u l ill~ ..... I - he: .:1 Cl: '{:i1 n a ISll Vl;l~y \r\':jl'h Ult' 1;."'t.l1t·iK!-,(:\,"~a,iJ~ .. t~jliil'yj a ,~~!;~lr.,t:1 f( r ·Ivar]., [v, ~1, tnlltld I' ,~~n ~1d'·.: , .. 1,tI1sJ:n~.· I~

· . ~ ~-

I,rl~·'.a.i~. ·d.JS,l.J,t]'Y ~ an 0 ffer r jl "v 11 ill] t of th~·

ri1 t·)I'IJ11.JB .. (~~g~, lit' 'tll~) I ,~'~'i 11-~ i,lwwunlim ~)~

I ~!oJ t iI br e .. n til l't, k\; I l n ], cons urn ~"l~J·S con-

, ..

si del" a t um s~t or to be ~l'L~t'U~ 11 'IT chosen, the

..

brand ~~,~ I1P~: have b 1 J~:t:' £V(:;'H as "best, .

t lit 0'1'1, 1. ~ ~ a ~i i~ :~nt1d e nu ueh, I~' Th is is I: he ~ti1 te

. ~l r:.J.! t)l

~ ';Icrb~~rt ~: Imorr's (1 Y~7) highJ V n,:,g erded

~j ~t'1 tis fj!li.-i '1, T~' ~ r ~ l~T inn. 111 Da 'J"'\": ill i ~'Ul tcrrrrs, it n1C','ll15' "Su rvi va l .of rha "11 1l:~~l(1U,"l'·.h" If no: '.'If tht 'fittest.

, ,

.... rurially, in uur' v', ~V~ (hi~ conrorrns

with L(~:I:I~Unl:"_+S nrirnarv ri-\~.td b··ing hejt

f' J ~

'ftTr' brt nd btl "f )t' th,L:' prod/l-el. The)- ~,v ill

V~/,~.J1 t !i.·li,n~ cc ','f~ ~ or a hotel room .. ,(- ~ he

ri ~ h ~. t V ~'1 e ( bit' P tt L;t!/ ~i. :,~ H ~ )~ h. c a l'iJ'I[ 11 . a m -rnj ti~ ':'. ~. tc .. ). jj .c. compcti tive mar ket th ly then have L .~huft., E one of the ·~~,)tH~

.ble t'JpH. u,,~ of Ul.a.~ .F,t:od ucl t~·r 5et.· ~'i:ce wh ic h '\'Y (1 ~~.li ~i t y:p'; .. ~~ Il v no W ,il d _:1 ys be 1 am ,'d or G: ,," -~ n ':-0' bt~HII cJe~L ~ I

(~ "115 u 11'1,er~, th~ l'(l',:Hi~':'fl t:in.rl lh~~-n' 8el\i,~.~· h~ v'in~ I:(l Cb:f.H~\~ b(~l'w"~ ~"n t-:;rands j'n th,eir

cons i ti ~!'l~'iI Lion ,~ j' '~11 BE t· . r.~ nlt) .t=I~ I Y ~~,f ne~"

lu ik-~~t-·I·l,k -'s'" hl, the-n1J~1 L~1 .. ~ lJetn$ U~,~lt ~l":r"~ dlsti.ncti\'L:-dv .lab'cled buf: :i:ntr,in-tGa~ hI' s{o~li-

.'

1.,] r ur- ~v . ~11 \t :~~;h.1t H _v ki~n iic:~ 1 ::',~ .x""·.·p.E~ ::~rj':~Hy~:i'n :h l~\" ,th Y ~It'.k)-

In priI:c:I:IJhJ/ t.-,~ dH(idcl. pt~(,plk! ~riuld c·hti'r.lv tn·~'~ t' 'n1~IITtat t)l:IIT'" e'.'J. l dL~:11 t

r J • . .r,§ \ ..1

kn~,vj'-:,-, 1 think] 11 hE: \lQ·t '1.'i:1'~' ont~i(). I'll F~ra .. f~ tiC-~J h~"t,\"" ·~.1I,·t:·t~ 1. (In,SH,nrn,t-.::fS" rn· ·st1y ~~.~ III t~~ f:"d ["l'1rro~ing. (i f~n'ih./.r ·~·nL] ~W'v -'f~ ha,brH ui.:I. b'~fI nd Ctll1J/ .ni JI:"1.'l d.ne r assu dnM•

H,oWIsl~di:e,n,c,le· '0 evelops;·

1'hl.:.l[" •• I' As, ,').s. yl:t no LrC:(lr'i)f kn(· wn .p :th ~lr' iI hr:.~, nd, t ll' [:', II ~.'_. "\11/ ~l ~k tc~' b~(~,( 'IrIU~.~ £11 11ent

. -. " .. .

~: nd l):nt~r a Ct·)11:~un· ~J;.,i~: cO,lls'idt,t'ati. )11. set r .:.ec S I\oe k~~'I· ,et ,t' t,~ tlJ't) '1;' R" ~b{\ ~ t,~ ~1c].1~.1 Lc:uf i, 11" I (::197. 'fr <) :[~ r;~'v i tl'W'~) .

i.~h':n n ~,rJ V f Kh'~r ,J ,j ~ n.ll ~ r le~~ r ('v:hd. - nee ~O,I

~ I ..

h 0 'VV' t'T.:'i, i t 1 aJ 1 y U 11 C ~J rnm~.t!: ~ d ell1 [1~-r~Y.r.~1, i· w

~t'enl' ~~I L1 ~ ~~ t~t-l~ d'n'\'V'l1 ,t't) h~.t.~ln·::(~ th~ t: dic.cdrd. ,nerve cell." \vhich crtn rl:C.'tu,c.1JJ v'

•

,~). tJ h:t. )N t ~,:,t P ~ r 'i r~ !i~'n '~ ;. ;isea ~~. )

Vi" \V~). 1ho\f\l cOnstUnl~~': [:~n. b- fliAde

,

t,) rJ.loo<e t l r ad'l p ~ :] br:i1nd hi!l:v~ It t:f1l1:E!,'

1 t,1. -:tiI' ~'\ V'I'-,-~tH1 P l LH'L:~d . - ('. 11', n 1,,,[ i.sts, (-I', .31' l'l.~br,~h-h (]Y~H' d,·l.vvn1.'\,lar,d5~And hxl.ood

m E'I I 1 Y 'I:" \Cl-rk ll' I, i n ~ Vi t"!. J r h,~'-s.'l-~ ..B'll1 h"1 h til V 'f~ I{M'_g; he nlS\ cd that rn:ar~~~ikr r't~~, ur ad v.t:f'"'~-,i;~_j,ng can ~.i rnpl y m '~"r~l·pu l.fl.h2' ,,1[IF per5uiuJ II ,t, h e. Cl '11 S U [1"1 liT l' :J~,~ ra I ,-~ 1: (I,B i i('ll u it)' rn ~ l J l'l~ . ha v e ~Ie ~~ [!.r,.,~~'rJ h li~ ra !~C ~\ l'': ;Jl-t{ n;:~,,~ ,hi rr~",r.;1f~t~ b I 'i I~,t! l~,,1 ,D'j"L\., I'~ ~O~~1!lnl1l~'rd~·iti:ns: have S' 1ugh l ttl de l'e rrn i !, l if:~ ~I' d r iv Q n~·jl uf C{' n s·u nl,t~ r

c lu "h:,)- l,y li:l'~(I,rk-lt'Jn,g-rll h,. dtld ~h m-ri: ~~-ltAs (., I.g,~ t'e,~n[rng ~t' i~ '1,,1' 2Ut1t}; ~:~,1 t,tlph.::-~I"-~ (;".l ~~ l., 200 J 1", t~' ul no clear ern pI rica! resu ~ h~, ill 'i;1.H ~h-~H: h1.1 V:t:' Yl}t t~nl'fl'l;g,~d ~

T~I us .. (Jll:l· process ~l'~·;~'~f 'I(~-t~k~ intrinsictl·lly ktap hazard, as l~i~~ be,~n, gru:p'hl~lL;'~'~,V i\~..:{ tLnh~'d hy AI'·~·ln l-hi".dhL:1~ '.~~lt'5J~t iniliallv

I~I ~dM' ii~ ~~p "'.II~d, l'tn ,hfl"V ,1 consu mer, f !!.lC~{ I, ~~'V~. t,h il ncwh I'~ n.t ~ :~ 1 (~ r '{ 1 r''i't_' ~~ n ::i'~"I/ t<~. ~-( l

fh~i,.l L~:fHl"~:Lt'l;n-l~I~)'~ can dlther rill, ~_, ~]llV\' p,a'u, h~ ~''¥A! rlJ"d. a d eel sit In ~ '!jilt Ii k [1 ul ti rnn 1 ~ I V \\,~! ~ S n~)l t"V ~ "1 h,11 f l~l,t I j ),:

'I

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br-(l'lil.~ iuu y b~' b'ca:~~h il' ~~'~a,hL)!' ~ .~ L If Vl;~S,. i I[ ca n: b· t:1',(t (';nll?' l'll u! U:I llu: b:ri1I1.l1~, 1)1 It ha It (,lH'~U Ill' :i;f'.!5 reg IlJ l'~l r·· b rDli fld rept~:r'" ~(~.i',:' i,l \~l iHl ,(l,n· ~ '~'gt :~·t~ 'i~~',,~ ,ut ~'l~y ~,r\~ nr us [11~ p.~ N flen hJfnl', '~d a trn l ~!-1,l I n ~ ~ t,ft l1 t 1 ~, t Eh n:'n b'r']"~,. i,~ nd 6'~,Jod hl~l rd' l r ,2,po ,I ).", Fur l,hH~ l'u n ~' .. u r. fhe n·1 ~I\~ 1:W D U l.d, n n l v n ~ Ql~l I.n '~t!~'nl' !l~ ht ~'u~, 'n ~ ~J'(1!D J

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1 e~~ t, i en, wH h \H:~"':r.~V J~\'\f l ~ f the ne \'\ 'I' n~ u '!;.i} n ts ~LI rviv In'~1 D'S r.r"n t ,~nl ~,u~h" cH'

A bra nd 'is, pli i:lC'S' II n a repertglre

Fbi" .arty ~l,d,t\;'-hil~l,[ buy,e':J~' ~Ul\~' b r.:a,L1d.~~~,lt~ ~:11,1~, 1':I"e . ~~~lll·J eat :th?1 n l~ I~ l:}:~7S ~. ~rt\ «. ~ t, d. 'i n a, rep',e'r~;-rd rc, -sorne are bou ~~h t 111(~rE ofh;~n. l'hifJ \~li i' U b(~ a ,'1 1'1 HrL], '6 Il"irI.g l; 'l~f l he n lan y ~·~·1"\~ ~ 11- forcers." ut:t 'i~ smal l. w hh~·h ~"1U~ net upl~rn' ,1;1 buv,~ r over P [11,'1..1 ·1 'F:: XHII H.j~'~~ I:. ~!' 'I\~ .:I'If.i='-

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Such nl'~ 11.0:("' di.fffr~'i,nC,t!.9 ~1 te' ~f:lc~'· ·rn i':ndi _, ,~lld tJ nl hi' ad v~'i~It~ed, n,1~~V .:~ I''(~· l' .hen: noi

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Ad' VIC!:r.t~ s:ing ,L.~n he:1 pin, Lli,.i::-t I-;!.~·;en by f110~··i~'1 Y p l~b].iC']lin~· tl"'lli b r,~_"_nd na rnc~ This ~t1I" t"I.~TndlhJ r·f~.I1',,~ L.UllI.:.J !'i; I~~ r rhe.i~~~' (1'Vl/'n ~'~r!... _,~ rrl~, I: t-C;;~£t1ns· fot· ('{~n5id~ti:~ng tli.G11' .'~"ca,nfL.

No deep eo,m:mlitm:e.nt .

W htirn: :n b t ~11 ;,d' ~~lcr t I n1 'U t~l tes S~ I it:] 1 c.e :For l.h~ '(~lnSjU ni,'~ r.r [,I' i1hn05~; n,i2!~/-: T is thi2. epn~ ~'.U ITlcrJi's on i '1ft Sf~ I i',ent. Dn-~" Ovrc.r ",1 St~rJ,~~ ~ f l' U I"i :.'1:',. ~'l ~:~s ~ Cl' ns II nt~i·~ I: I; i"'til rr~ (1 Sltl, I ]I '~~'~) ~ y ~,:l' ~

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sen ~u~, partners in bd~ t )f' hrr le t i~v~} r-; ur-ch rl:Hi rl:~ n!i ~;_i 1'"1 i.~ re ,.tJ I' l',~ ln~hh:r.fd i on ~l~ L ~1~ us ll~"CI:ff.i~ rJ)~'~ll :~:~ i n~~~t

ln fL~'rt.~rhJi 1;il_1i rnarkcts, a salient h,r,illl"'l,d, i~l:.ll-![ll'S S!i~d, [11 th rdd'~~1' unique n~'I,t.i r)l' it?; cusromcrs=-rto ch:'l1p .. ['un1, mi IU -It"n L l.ev~Th ltv i'~"r =-d ri .... t I Y J ~p r i ,t-I('~Y'I] ~ tv) IS rr uch the S~ Inll~ fr, 'lI~l br.md tu l"w.- nd f/"J~ .. Eh ~~~}nh'r~ and 1I nclc ... " 1 Y~J~,'lO (1.l1d. cnrl it· r t(tfLl'!"!:_l.nC'[I'~

'tlltro.ri.),-:il:rb [usltlu- nutrrhcr uf l\l·:V.ll 'b'LiV'r_ i I~'~ 'l. h ~.J, ~ v i.u·:k !'~ ~ r~,:- ,,1 i 1 y. 'F,~i " " h bra 11 d ~'~ b~, ll'1!Kh t· q lill te' .l D fn._~l-Il ucn ~ I Y' bv most (_I" Ii t~ t" u~~. t- i ~ llM,j rs (~.'I', i-' P~1 n,bl ~ I." ~ i k'i ~ F~ I~( '~ I !. D !&n j·n«1 11',10. ~i ,~Jf U ~ht buye rs, .' '~.g-" 711 I'~l!!" bfi'f;~1 1 H~9)~ I, '(/!X' fr~.'L llLt.Lin ~Jy IJ ~ '; II ~~J:, tv bra n d l::~d ,li~l ll,1!('J ~ I 'It ;~~ 1 Y ~ '\.1 ],("t1iS, ~1 h I\frl H.J·~~, L,;'I,~ ~ 1.(1InH~.!:I-~ rn', ~~,t1Iy hu Y' I: Ill' ntlu -r brands i 1.1 lh ~'ll' ropurtoi r,'~~ in h,)~r11 m ire t~ft,tj'~'1: ~~Yllll i" l'u~tc~r]'1('n'l ~lr~'~' rn n'~'I~ lv , dJ I L ~ I" :b··I',;]'I;-l,d ';-," l ~ ~, ~t·l ~:,rn t_:1~; ~ \/V 11 (, ,~~ "f f-1 ~ h '~'I1II'~ 'r V

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f.ar t.'n~lrt· pL.~rq:'lh· ~,;, '~A br~'n~J [ lru~r' ahc) 1.11: I: h'L! I~i'~ d i H~,~ b[~and th.an f 'If t hr- S~ 'x 11:11 b i't .'n'L I (2'7' p~~r:: ;~c.J·il" Il V··"j·~u~:i p' 'r(en'~:)" =rh'l ~~t! d i l rl-i'l,·l;nt.',~. ,l,l"l.~ ·V-V.h~·ll n~~lJ.~1 IllN r..~1 ,t ~ !'ib rt·( ~pl e!, S!.'.t"nl hl nol: _!j,~ hu ~ t.h\!'~·,r 1!1 rtf! n~~ isl~·.t~d,jnM~. Tl, ,; rp,H"~: h'~'n~ [J UH II u,~~'i':"" ,I r I·'.£~.d"

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llrunrl- U~~t~' bel i,~t',~ l~· bou t Ih.r'1 [ brands no:' 't,l u-re ror _I !:<-l rn il tr'. Th is. I ~~1I' Iy~' Ii \ ~ tJ I ii ~ r,'ll"l:t L'. \' I~ ~ h. i It1'll~~,l s ~ I n n,;" I·t·~ ~:1l' to- tin CI' .\'\0-' 1', ,,"f'!

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(( nsu 1l1('rs h~'~'1 ~"~'l.;~ ,rJl.bnl.J.'!· the prod'Lt 1''-a tt.:"~l ~r~ ~1,~· '~l vll U ,h.M1 {.i .t,.II;,; J n_\o brl-1 ~ild } I r ihL~V IJ;'~'} ~l, '~p(!Ci lh .. l' :r·r.1n,~l t U ltY' H~nl.J lo ~llC' I hl~i r rrtd ul..~!'-btd i' .f~ I,'i~ G1rlJ I,y':n,~ '1 :t 1 h.r~ bli-~'I nd.

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1'1111" ~ h; ~l,d Vl!~~t: i''\i,li~ ~ ~l ~gliTL.

D i s,t'l net li'ri\enlers.'sl,~, n.crt 'b ra.n d dIne re'n tiha!tii,oln T1u_! ,p~'rl,pi, \'l~d ~,!Cf~n 1}r1ti.,-;·, o.f C,u,tll ~:)I_"h t i VIL" br,~l.l1 d_' h~'ls t ~I~.l.~r\ b'L:'~ 11 n, ,'~ tC'ti .l"· er t ht"' V'I~,~~·r:-. .. 'l~,'~, ,,'by I(im~~ WA,'b 'Y'pung ",itrl) ~n I hl"' ~.:l~ I o.'~Bhll;""'\~·

.

'. 'fh~: .1 rL'nd, l n t'l'H r h:~l: hnll~;n,;y ll"bld II, ~ !. ~;~ 11., pe l ~ Il.~, p:-n'~ .·1 U:l'I~'" b,1 il; g rru U'll' I~~' cJ In 1r{" tb.t1 '~tln]l,~ ~ l t 'HJ I t~.~ ] :J~J),

'T'A'BL'E, ,1,

A TY'p'ic,al Attitluldl'na~ R'9'"cS'pOI1$.e to IL,8.rg.e' land: SI11aU Bra:nlld'·s

YBJJ G, :B.ra:n~·s.:, :1 U UI ~IV v' V,I

Ii 'ii '. i I'';' !,'!!! • ! .JofoI III' II I • 1l,1. III H • I .J ~ II!!I.. •• III II • II ••••••••• II I II!. I. I •••• i • II III '" 1"1 • i i ••• ,j ••• I'li • j'li • + ~ i ~ .'Il I • II ~.. ! ••• II I • II II •• II ••• ,. I III! II II 1'1 • -.! •• I • II -.! ••••• 1 ••• I • 1'111'1. I'i • I' 1"1 .

21

11:.10 .. = ..... ill,;;; I ..... i..i :.11.1 lao ... ~:.II • I ill • OIl II • I • II III II • i ioI ... ,_ ;!! .. 011 • iii! II _ i.I OII!J. 1&1 II' ••• III I ;. !I. _ Ii l!iIlIl •••• II • '. III Ii iI .... .r _, .. ill _ 'I ~ _. !Il _ 'I !S' __ ,_ '" _ !o _ ... _ II. _,, __ ,,_ , ... :a. __ ..... 01 •• ".,01 ~ •• II ...... II ..... 1&111 II i J ill i • II 011 •• iii • II ••••• II •••

37'

• !!I ! • II Ia."~ • I •• ~ ~ III I] •• I. III II • I ~ • III •• l ••• III II • I]" II, ••••••• I • II •••• I •••• I •• III 'II 1"1 • i .' ••• ii

1.0

s

.43

39

lii.ri.iI~iI.liri' .'Il'." iI',I , ••• 11111 _ I !I •• I!! .. I I II!! IIII.!I ,.I.IIIII.I:I 1 I11'1 ••• ~.

• ,J \. t,;o nd rl c ~11 . Tf (on te rn po ra rr [( 111 su mer rh.! v !:.~ r~'~, ~j f,l g r L~ f:I-l~t.' '~:Ja Iii- ,;~ n LI cll, f f t r'e 11 ... ~t:~ I,hill ~1 rll,~ St')1 s,1 ~g,l':l ~,h~1.'L {"FU';\' '!iti'l Y wonder 'N h,~.~ t h (I r c( ins II m ~ rs v\' t 1'1 cons i [~L<~r U 1 ern h) ~;ldd d ~'~Ii"i I1.C t i Vl" \'~~ I, U~: h ~ U~p hr iilld ~ \1\/ eil h~1l" 11 cr. l ~J,CI+' )_

• 1 rb8re 1~ 1'1, ~J~.lnf4;"t:r t· ha I, i 11 ,~ti.'~,~·ch i ~:'Jg f~').r I.;~,<U' H"~,'h i n g d Hh.'ft'll ~ II'~ I !~h1 Y y.~ju ,~I~l] ur~ b~:lj:5in~, cd vcrtising 011 srna 'I i or rneanin p,;'_ .h:t.~,~; I~ t~ll rn;~ (Keeble, ~ ~9~},

li1r:'H"~ r~~ l·unlp~fiti:vl:~ br~lnd~ h;:~n.d~ sf ll (..0 ln r. ':-1,L:1I." n ,l~ r,g,rt·r~~~J'J.I~·i n' . .'!\~r~,:

l~~lc.h rna rkelluq~: h~ner~taln rOI1Hnul'~ [[l bl'~~i(~:Vl:.!i· 'lh,1l th,·t'n~· \,ri~~~ urull (ltllV

\'~ ,p r ~v r l t~ ('11 ,I :1, Y]O' ~ ~'~i ,tTI ~-n h u hJ ~/,Il F:H~ 1'",'1, 1&D.'~i.

\:v hen ~1 ~'i pi rurl u cts I i .c., "·I'rrfl~t.~ I ""!l(:~r!;;" 't'h 'l ~ In I~· tl ~tn'( 'n~1 rtil1.1 y t~~ j H. "r,I,~'n)1 .fI'U~,:l'~ ~,alJ'I, l ~dl!21· hUl ,J ls(). \"V(ndr01]stv., h~tl:1r.~r

, - - fI" r

I: h,1n ~~~ld,1 ntht~r (Bu I ,11'1'1'~ ~f\.\, 19'~JH),

'I [l,d.~~i~,I~,d In', ~ '-;; Il p~ ~,'~' r H I h ~ rl,:~~ r .:1l'lt.-, I ry, C itL~rl! ,frri.~ (')p in] ern hi, 1:lrrn t ~~nn~lIIlner~ nt:,,~'(_~1 Iil .,j n:,~,i:1SOn I.

~ (~ 'f h L ~l ;,,~,"}, .l ~jj~,~" t n ': -b L' an ~d .

MLJ r k.l7' ,C-"I'~,~ ,l h~ reI ott.~ I' ·\v l,~ic I y I',r-ga t,d, br ~nd: d:Hfl~rl1n U ~l tilL 'n a~ \! It"I. If n t. fu net j~. \,t'lll'i ,I d'i rlLIr-L!.n!~I'~ tl.\,j ~ 'l~ ,;f i S"l'L 1, .. ~1 ~'ll dt I~,d V,r.1Il.1 ~ ~ 11 need 10 ,b ~ ~ rf~C:·l;1 H y r.rea t ~r~. 1~t1 r

1" h~ 'I t- '~, '[- ". '~"r'~. t)_ ,'I ,; l~l~1 'T'i" n 't '~! ,"'I, I ~. ~'iI'i;"'. ,f· H~ • 'I ll~J'r ,d if ~

... 1 . . Ifl.~ ~ !C,L I!.: i i. ! It I..'~ 1 .~ ~ '- '~, .. "_,;'~ \.. ... _. '0,.. . _.

.' T~]h~ ll~~ of fHj,'\'e'rl,~ s-ln~-' to ,i] d,d li.l sul.,,-

i~ j] \ ".I> \ 'f'~'~[lI~ro tp ~ h~1 pn.H] U: '1 t ~Ll~('l')nl :,~h

1 n L"'r '~'r9 ~ '~rwl' r~ i If1lP~ r ~-l111 f; ('t~ lU 11 :61 t 1·'1" 31-.

n J n.

i .I. t. 1 S Db vi,. 'LJ S It hal (_'llF'I S ~ 1111 e r P,(~T':l:k.l Fl! ': til'ln~~ ~.)f di·fh~l'pru:·r5 .b~l\o\it~'Li··li bl':a~~d'~ t . I, II ~ t~ ~ '1 b Y' i.1, J v,~ r.t i ~ i n g L~ 'n .. ~ I' \til j d (~' I, Y l hULIg h t 1:0 be ,I till e:s,,~~}n(t~ of the ~1d verI ih'i n~ ~ T'ljfa 'rhll,'l1 ~i I Y rVV,;~ rn'~-l.(·hL_'r fI l' q~3}.

1·hl"' flrth('}d, ~~. V ~:~~'\'\' l h(.liref(].r~~ .s .It~nl~, 1l';' be ~ h J I ~~ dv,,(~r~i~['nlt~n ts ~h{ltll~jl ~:'i~ rr" ,t lr inl-' .p ,I _v ~:" ~,l:~ I r i 11 t::-.p'(' i ~'l~~'" . i .,0 . ~ l[ If.:iy Sht a,~ l~~ I p:~~o ~~fer"' ,,1drh~(l \~·(.L,iU,~5·)r \IV' hidl W'I] 1. enabh2 ~'. )n~ ~lI nll"'I'"~ 1u (hl'U~t." b~,~t\,V~l"in I: 'F,Tncil ,\ .-fj:nd hri;llld B, .

8!RAN D f!:;_DVE RTI:SH\fG

:Y·,et w 11,C'n we Id~(:( nstructed 'and te sted '1.~ d· v e rt is ,! 'n g 1'l1 .. ESh·c'I.f4"l ~~~ a s n J h~~~ e·~,.rllf~c they w.~;,n£!' nft n~' n (1'7 Df1.Y pr.:.. ~\'}n6 ),lh~l.k~llg-p ints,'I_"'y_VClY'!:j of sa Jin-x some-

~ ~,' i" 11 g :1 b~). ut tll.~l' b ra"ild ~l'lld tJ·eri ti v ~eJ:y pu b-

icizing i t~an.[[ Hoi 'j sel I.il~g- pt ilrrts," 'S: sen .l~·. dtt~i~r~~·tti~.ti~l~ I he brands,

,A_.~" ,~~.I"e.. sed b:y· l\1··'r,n;; (lq~~))~ ~·(~t:lf·\lt" £1 Ch1'cr,t-is·i 1.1.~· people. themsel V~C1· ofte [1 do n·trt subscribe tn' tbe "I1ltl~;ti, n.~ It conSUD1~r8 n oc d i1 ners U ~ sive III S$ '~. cc or djf£er.': n tiat-

t·. r " I -0 '-.

: ng "bra 11"..1 .", ':'II II.·I-Ji :I' ~j, M'~'-:ri n·y i""'~ t ~dtit"'iJI a -I ver

i ~ iLl': LJL 'ii'Ll:..,::~ 'io~' f!;;,i: ,L 11,.. ~"i~. .' . (:'il ,I. L . . ... ,1 r IL [.~ II: l. . ""_'.~ .

L is,~:n'> -,.t N1a l' thO ~"f: t')'f.': d U~e-~j ltd fhtl't

.. ... ). r. I

their nla:n~g .. -rn i , flI.: ~ a n~t eli; nts a '1 <~ t ancl :ri~j1;-.d 1 no't cxp ti(.:iti-'v arttcul l teo stronc

J# 'I~

"T'(J 11'( Cr. '. ft.,: ~ lentl.:?1 tl.~( n, r n slea <Gl ~' l"·hl::'Y mostly

.~ -c: I.... [.,. l'i. I~ ;.} •. f'~·'I.,· c· ':;·l:"·!l-.l. ~,. m ..... #j

. ay,.. O.Ke .'. ~.... . V.Ci.: . ,0·~. :'k~. I . .:t nt,

read I'

f· "" brie ly illustruted i:n, T'aJJ1~' "] I, th ~ft"·l$ Little e·.v idem .Ei· l~hn lJ thei r 'U 'er~ ,tln such see bral.ld~!$ ~'I ~ p(.s·~~'5i~ht.f';: d,Lff..~':r-~ln t i ~ bng addfil.1: va 11Je.s. Even fhe. pr l'ha:grrnhq.[:~ of .th[ hta.:nd·~ V;1 h;uto' t.h·~ lrif\~ til n;cJt H . ~ni t oJ ,~.",.j ~d~'

- ., . if'

U·p.'!~f~~ :tIc5:nl"1 d~fin·i ti )n~· !tlf glrb~t(l U ~i: l.bi':~.

.0.'XilUlp I,~~s (~'.gri ~\: J.\.a..!:Q~~Y.'· et E11." 199:~; A.lll bh~;r'i5 _~.'~J.no-Stt ~i ~] St. ~¢D :·l1.c hJ I ,I c:9?- ~ 1,·.t~ld·wj r ',-.~

:C,ll' n.~in~ b~t\",,;r~:H?n .. compeHtivfl brands h;. ther·''if''-I~l:. 'Usu(1Hy q,u.icl< -j:l:I.',d ~.d~y (~.g.~" 'M'],L r ·aJ.ld B:.~ rYI l(L~;.' He~r ,h.~. 2lJ01) (.·\n-l~ p,at-.d ~i Hh tht q1ri te e1.1 :ffi!c ul [ C?'hoi.ct~·Si_1l.~tW·.elZ:'1-1 ru ,I,;( .. t:i'l~·n~ Hy diUetell1·t Frn~ldtl.('t v.a ri-·· al,~t·, (~, I~ ,'upe· ~''f:" .. ·SV\?", a: f~.st~J;-· '\-~ ~ 'rsus .~ l e ~·s· C (1'S [ :I: Y P ["I' C 7~S S) ~~ " '~ 1 (2! n1. 0 n. 'if., 'f It:t.~. :11gyt:,· EI.,a:.v(~~:rr".et~· .. ), '\'VI~ be!·]i~\r,~ H1tlt i~ ~dir' a d ~~~f.tt~f ng ~1'~ ,'.~' 'w.~?k ftJr.~f Ci ~~\~ fiie.rt': p'u'b,.1.cily)· can i ctual1 v :i:nfhu!n'cr brEul,d ,:,IT?ic_c' ~'I il.l~-i ~ ~:$' '.- ch~ ~'ic~ :blltWl~~\~ ~ , cl~:, ·,es ubst1[-~fh~"5 ..

SALES E'FFE:CT',S

Blra·n·d ma.i'nb!!.nan'cf:!' ·as th:e'. ma'in 'D1ut·c:om,e Th~ rna·h.1 ' ,i.t11" erf ~t;: vert i.51n1:1 .]". usual! y t i"~,Il- h) b,:~ '~'. in·)\\-' th, it TL~" ·tt nJ[ ,,~,~~ -F~1r n j =

~l, t tisin_g t:!Jf~c~i. v:' n~ ~s' 1 ~ ~h:~t:.f- lte'c; Un:("'~t H ~ \1\' it '!lS id:en tH··j t!d v"d~t he" t.rtl S ·.?lI,e ~ ~ l'rl,gher

~ ~1~

d' ,Ii, "', h _ d" th f h . k t Id . "f

I. ,en Idrl'l growt.·· .. ·.e:y:on!:~:.~.· -- .. -Ia o' - t· ',e ,-.", ar_' •.. · se, I" om, 1-;'

rna :rgi ns ~I i"·(:t~.! .' e d ,t.t il U(~ S j 0'" more £-~ vurab] ~ .~ tti I.LltJC!·~.~

This rn·.IX :s .t;1111 businesslike. 1~~~Jt'~'I:~ aU ~'1' ·vv can ~ :ri,'H r~t~6n~ f.11l1" ·;·s·k for' m i :I~ l i " ns .and n II t P r"L,n:nl i se ned d ed Slrll e·~, ·or p-ro f· its ·~c Fh:', JOT. i:t? :fih t end uri rig gnnvth be .. \r··~.nd .t.h~2~ ... ·f th:" rnarkel seldern, if ~"",ef~

.. - .

rna teriallzes .. , N ·~t . 'V~1ly b.l1,EU1~ L~l.n gr~,~v j' <,=: ~!i.~; .. ri.: ~,

Y~tgJ'".(,:\-vlh ..15 tn'e:" lilr~LtJul~ 'f1'l;o~"l' .:. remained unqucsti med .. A.:n.d·~1 advertis illg hi15 farn.t· usl: r~l":rn:a ·-u ed U rracc <),until ble:

II Adverti sing i's: b ::':,\~ ndc rin g, beca t1:';_,' curn£nt~v l·sid L nc . ·11t:: knows W hat advertis-

.~ I I

1"1"'1 g. r~'a JJ.~ ch ,~~,~, .~ -[1 fh ., m a rke l l Iaee" (Li-

I,~~t~ .. Kl~~,p.·r! ·~?1~.' '\i1't,} 11 thy; ~~ 99.2.). But, Kotler anrt:~ hJs colleagues continue d, .at her ~x,e.eptLJna-ll,;·r: jfV\r!'i.·.t .1. :dv:~tti;~i.n,g :i~ ~ Ill1 .. .f1.o~(.t1 In do' Is, r~ i d y iit ~~u;; ..... t.t~ ~ 11 CYL:;fl' '".rJ .Gt n, Ferny sa 10.. .~ nd -/ or p'.n, fh~ " o,ver w h _'.t 'l~.b;!IV v"i' 'lU ·d ·~):lh,er\~\l 'L~~ 'bt: .. n,

.ro' 0.. • •

'1 hlS H1ec:l,J1B tell .u.~· ,[h·,~·t .~:tlIT'lp~Ji.tJv~

~b.ratJd s- ~ ho~, I cl fllQE. t·t y n' }.~ .J ~ j$~! g;,(II. '~'s· i f IthE~ Y -..1.- .. " (h,'·crti"~:cd. ·Bu·t f~"v ':c '~ni,nlC1tt,·~.·h<r,s.

_. - - .

o F~ r 111y !l'" kn eft·v.l ~.d.~" ~u.eh '")'L n '~.E' P,il :n~~fi. ~ ~ ~/'

.n eg$ ti v." {L: ,"io;: r n' - 1I1 P Qsil"i v.~ ') g ~JI~ 1 L

,I-"\d yt·rt~sll1g ~i'lil)/: .,rt ~ tJ.-h:u:~· bf:, fn . ,ow·~ti tr'} il g'a],e~: it!:rreas!~ (c .. g., AS~rilhsm alid L.'I.d:L ,Ii. 19S:7} Fr"l"l1zen~ 199:9:;· McT)t.1naid'i l,·cc'?J:. B LI ,t .. ":i5t· ·~'~.nd It) l,1(-J s~h:· '·}.tl-,~ '~v~.d' ups-

,<~[1d-df';l\trl' ,f. _ ifr ." ,f: _.\\ ,~,·td ':1'.' ·tis- ~d braJ1d'H'

". • I •

nl.lrket -sh:lre£ ,i.ncrle~s~· ,or 'lang,.; S'L~rh :'j $h\.H't-·(:wrnl·' ~:d\"e.r~i.5i Ln~ d .. : ~'~ nU-l p~y ft:r

, .

i rt.ii· . J r ' '. ~~ P ~,lJ 0 n "" .2t){ -1 ). r ,~th:~ :r\\f]-s. -- ad '\, e:r'ti. "",-

t~r:.I.i.: wo t ~ ~ d 11 d v:eJ H S~ '01'( lr ~ .;.

O:ll r- tP,nj~.r:l'~lr.~-.'~ hi ,rfh .,.'~t~'L~ ~d p~ ~es.h~·dis· thl.l Itht) e . h"a·-ht rt-tt,..rrn· ·s.dIes clfe ~lu:. ' ~" br'it:ftjr rc'tres.h,~d ltra;ndr'\~::i1n1-11rt.\SS, n1i._~ :V\i' .~~j ld I1tL.~~:ly t l~;,q:lr if th .~\, b:l'and 'H/ .. i'··· aln:.,a,d y i.["l that f(Hl~l.lll1erjs brand-~t~ept~]~.t.O'In:··

(~ldv~rt:j 'ihb ti~'.··n~, llufi.'(!c:d, ~nd Hkcd ":~T' nl'.· . ',re '~,' y br a ilL] 'U~: :-~;rs : h a~ri ,n' .·l)-.U ,". - r~1 i'

o ~ c.as-l !Jr=r~~ ~ 1 r il. cI1 n., .. P'c~ i_gn' ~~l i.l.l r llJ;-

through and seen') to 'o;rcal1y boost .~a,he~-· - fill; .,!' tuff- ~,.f crt/a riv ~ ~id v ertis in .~ '. a W D:. rd ~ ~ lt

J: • I]' .. ; A

'. rten c. :nta.1t'.~· no se :t n:~' :1: ·rl=).p·:(:·Slt1(~S. ··,-.S'

. ~_11 I. • •

~'O.-'I,:r);.-· ('1~)q7' :.). jrl'JiJ" ~jC.\.I:": with '~'F')F"'ti::tllr'I;:;r' i' suepri ~'·U·

~ . ~ ..!I' il'" I :II :.t"".~ ~~~_~ -e J ... -'~ ~I -"!.' [;1 J '~',I~ II .. .:. "1,lill;1 .. , iJ'l1lj_1 II

- ~'~

"The ·:fi,('l'\/. ttiSl~rnerft5 sho··wt'l. :tD_ have g:r~~1'"-· . ist e ffec t ""1/' ',fLt:··· certa i n I, Y not hard -sellin g iT., the' CJ;1Vf£.h:H,n'~al sense, They were Hketd~ l ~ . . ~ vi 's.u;~' I ra th~r t ~l·~tn . ver bal."

But If EtcLv ~rU·,s·iin8'·of established brands seldom 'ih~ ·f.e~~.,.~s 1'( .u~:-t·er'N sales, ~-h~,,~ then' d~l brands h·~.~/'e big-b~~1 d:g'~lt ,~d vetti$.j~ng" and n1ar.l(elfl~g~ Sl.lp:pgr~? 'th~ .slmple an-

. ~ ,/0 1 titi n'ITI--: ...... - .

5 we'f I~, .C .'. ' ( nrrpe 'I. i. '1'0 n,.· . .1e' ~ .. P€ ctatton ] s ..

that . ~."tIlP~t::,:H:l·S, ~ijJJ _:g,ai~n if, y.(.i)t] db 'not. rna r k ,t vo U.I 0 W n ']j ra n d effe~ti.v e .~, )'".,

~ ._

.If YPJ,,~:l.: bt and has 10 pertent .n f th ~~ j:11cil~-

ket (\'V [, ich ~s qui ,~:~. ,I;l lr t f. it Jl(1!nl~fh~.d88S h.:(.t:·L ·90 percent of the 1l"LaI:rkt!:r' againsL i: ~ ~~11_- n1:~.cnlS ·1:Qugb.l)f 9,q. p~~icen( elf ~. U H:]Q' d.islTibu l~j ()11 _uffGt,.t .~ d:isp La» .fI~i·v~t~is.i~:l.g" p.r. 111"'0 I: ion.r ')A".:' ta~,!f-:m,.(Ju;t":h a f~er-saJJ~5 .~,e']~,Vl ".~\·r a,O:d·e,d ~ l.h~i' c?s j ;~p:;l.cfH ly ='f;:ptrfroL, SilJe.·S· Itl £lining, C'RN~'~, ·.:·:t~\~ in :tll'C ~~ le'.gory. A,~ I ,~~, f It h:' -e ~'Ln~~' 'pti. ·ttin~· ·c iliil .~ ~ b 'l' i,V:E p,nclti;-.- 5iU rc 'P:l1. y~'u_r ." ':vyn' s~fl~5.

I' nd eed ,. t fH:ed w 1. U1 :Hll de·ly' d ls'p,l.a)'e'ti '.nJ h-', .~¥' .. ~ Y t·r:on.~,Cit~d : 'l:lltP.i€~ti ti V(:~ :it.f.J.k~.a~·

i.; 1 . .:t,'.~4lJ ~ !I..' 1-111 .... - Pl' ·Ls:t .... y ..... JtH~ 'I~' ·'t~ ~Il tow· .... ij:o'l ~ 1]'''(' Cl ,~

t_~;l\.~,I~.,' '_ -~-"')·II :E~ .. ···--l~ .. U._c,~A ,~~c ~.j_r;..11 '~:i .ti~.-- ~_:··Id .• ,LU

lerod~. s]ig'hHy '~l.:(,jl"r a '·"I..:.O:[1le,vvll .. ~tt l~~aky t'r --t. ,"'~ ef~t:---""".E~.st ilnd 1~lihnvnl0nd'f lY,(i6).. But ~ .. t -rn',>stly . .-h), .. ·') sl.'~\{'1.Y·~ bJ¢·C;'il'U~e .~.f !i"'rnsunlet.~1 .~lnd :a.lso. rel:A]l~ .. r£il' ·\\i.:,.LJ-

- ' .

.. e~ t·a:b.l hd~·.t d l:.1a bitu:t.~ t bu y,lltg p to.pensi-,. ti? ~-- -re·~t'H~d.i~ ("1 :1g l~ '~b,t~l~ -r1~ (, n"'lTH\kil:l~ l1(:~ ~i

dtecist~fl.s .'

Frr'!,ce- W·~ ~Jlhl k HJa:l~ ·adv~tt:i$in~ is

I~

rt~_ed !2.d h~ h'y, Ii;~: lid tr~a'l n:~n in J~)ijth S~) 1 i.~11CR'

"pl:-nli·tf.aHn:r~~',~ c 11.d custoU1C.r retenti.on..,. and .~ '~s'o ttj .gi·.\f.,~ -th~ ~ ,brtr~:ld lU' ·cbill1C·e ,uf_'t:: b.di u1g H.s fkl,ir ·shl'~' 1';3 0 f jJ, t.1; j2' t~'Zlls., ~ i'

• - I "__ -

T<e Clpi fI,~, ~ ,t.h bra nd in (THll'p.~ H d \Ie

n~ar-.e(:;:u:iHbti"t;lni 0'1' even .s·fu,=.L-·m·a~·~" has to bt~ th··e ~1n#n re~lJ rsti" ,:rn,~~rketin:C" airn .f .11 ;e-s-'

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