Advertising's big thinkers answer advertising's biggest questions.
Some big questions about advertising are perennial. What is it? How does it work? Does it stimulate innovation and competition or stifle them? Does it generate higher prices or lower ones? Does it grow markets or only brands?
These questions are among the most asked about advertising today – and their answers uncover some fundamental truths about its nature, role and effects. After uncovering and digitising the last publications to offer authoritative answers, Credos asked today’s big thinkers to update the works.
#AdBigQs campaign artwork by 101 London.
How does advertising work?
By Paul Feldwick.
Advertising may influence behaviour through signposting, salesmanship, seducing, shaping social reality, and simply creating fame.
Does advertising grow markets?
By Bridget Angear.
Sometimes advertising does grow markets, but much more often it doesn’t.
How does advertising affect innovation, quality and consumer choice?
By Nick Kendall.
For companies, advertising incentivises investment in innovation. For people, it creates consumer literacy, and so aids choice.
Is advertising a barrier to market entry?
By Rachel Kennedy.
By building mental availability and reasonable margins in a market, advertising can make the idea of market entry more attractive.