Don't touch that dial!

Article Abstract:

Watchability would mean that the advertisement captures the viewerEs attention and creates an impression in his mind. The brand should be the focus of the advertisement; else there wouldn't be any incremental benefit to the brand.

Advertising effectiveness

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Focus and fit: Advertising and branding join forces to create a star

Article Abstract:

Branding measures, which claim to measure ebrand linkageE, end up measuring something different. Experts are of the opinion that to have successful diversity, brand strategies and well executed advertisements have to be combined.

Marketing Personnel, Measurement, Beliefs, opinions and attitudes, Brand identity

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Branding unmasked

Article Abstract:

An overview of branding influence on the purchase patterns of consumers and the process of measuring its effect on the purchase decisions is presented.

Consumer Behavior, Consumer behaviour

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