Business, Management and Accounting
4 years ago

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

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

Paper Summary

The study looked at how advertising quality affects sales of products. They analyzed over 1,800 print ads and product quality ratings over 20 years. The researchers found that low-quality brands should not emphasize quality in their ads, but high-quality brands should. This means that advertising quality can impact sales differently depending on the brand's quality level.

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