Reklamens värde: En kompletterande syn på advertising- och brand equity.

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At several occasions, an important question has been brought forward within the world of advertising and media. This is the question of whether or not “good” advertising should be encouraged by the media. The question has an origin in a belief that such advertising can create values not only for the advertiser, but also for the medium. Although this question has arisen in business media, and although many managers work from the assumption that such relationship exists, there are none or little proof that it actually does. This study investigates what effects advertising has on consumers’ perception of the medium that they are exposed in. A division is made between the brand of the sender and the advertising execution, which enables clear implications to be made for managers within both media- and advertising businesses. The results show that both brands and advertisement execution can create positive effects for the medium. Those effects, however, differ from each other. While the brand affects the rational monetary valuation of the medium, the advertisement execution affects the more affective judgment in form of attitude and associations. Altogether, this c...