Business, Management and Accounting
8 years ago

Low-quality brands should not emphasize quality in advertising for increased sales.

Journal of Marketing
The Effects of Advertised Quality Emphasis and Objective Quality on Sales
Praveen K. Kopalle, Robert J. Fisher, Bharat Sud, Kersi D. Antia

Paper Summary

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The study looked at how advertising quality affects sales. High-quality brands benefit from emphasizing quality in ads, but low-quality brands do not. Over 1,800 print ads and product quality ratings were analyzed over 20 years to reach this conclusion.