Published by:
Harvard Business Publishing
Length: 13 pages
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https://casecent.re/p/195065
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Abstract
More than a century ago the merchant John Wanamaker wryly complained, 'Half the money I spend on advertising is wasted. The trouble is, I don't know which half'. In this article the authors present a solution to Wanamaker's famous quandary. Drawing on a large database supplied by the World Advertising Research Council to empirically identify what kinds of brand advertising are most effective - both for attracting new customers and for converting them into loyal repeaters - they show that the key to successful brand building is offering a memorable, valuable, and deliverable promise to the customer. What's more, a well-designed customer promise not only translates directly into sales but also provides an effective framework around which to organize a company's activities.
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Abstract
More than a century ago the merchant John Wanamaker wryly complained, 'Half the money I spend on advertising is wasted. The trouble is, I don't know which half'. In this article the authors present a solution to Wanamaker's famous quandary. Drawing on a large database supplied by the World Advertising Research Council to empirically identify what kinds of brand advertising are most effective - both for attracting new customers and for converting them into loyal repeaters - they show that the key to successful brand building is offering a memorable, valuable, and deliverable promise to the customer. What's more, a well-designed customer promise not only translates directly into sales but also provides an effective framework around which to organize a company's activities.