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Advertising Effectiveness

Part 4. Advertising and Integrated Communication

  1. Jacqueline J. Kacen

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04014

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Kacen, J. J. 2010. Advertising Effectiveness. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. University of Houston, Houston, TX, USA

Publication History

  1. Published Online: 15 DEC 2010


Advertising is any paid, mediated form of communication from an identifiable source designed to persuade the receiver to take some action. The majority of advertising is brand-oriented, designed to persuade a target audience to respond favourably toward the advertised product, that is, to cause a change in beliefs, attitudes, and intentions in such a way as to motivate purchase. Advertising achieves effectiveness by generating mental processes in consumers that influence their beliefs and associations about the brand, enhance brand desirability and lead to purchase. Traditionally, advertisers have viewed these mental processes in terms of a hierarchy of effects in which consumers move from brand awareness to brand knowledge to brand conviction and finally to purchase. The process is not automatic. To be effective, advertising must be carefully planned and executed.


  • advertising;
  • advertising effectiveness;
  • marketing communication;
  • hierarchy of effects;
  • brand communication;
  • persuasion