Friday, May 18, 2007
•Research has shown that the media environment affects advertising claims (see Aaker and Brown’s study of vehicle source effects of 1972). For instance, quality claims are more effective in elite or prestigious magazines because people associate the claim with the media environment.
•Aspirational, upscale and high status brands have the potential to alienate customers who lack confidence. While these customers might admire these brands, they don’t feel comfortable using them. Building warmth, humor and less formality into the brands to make them more approachable helps overcome this problem. (Source: Blackston, Max. “Observations: Building Brand Equity by Managing the Brand’s Relationships.” Journal of Advertising Research 32, 3 May/June 1992: 79-83.)