The effects of signaling monetary and creative effort in ads: Advertising effort can go a long way influencing B2B clients, employees, and investors

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.
Dahlen, Rosengren and Karsberg


  • The effort put into advertising signals soft information about a brand and its offer; how the advertising communicates, rather than what it communicates, becomes particularly important.

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