oa Journal of Marketing - Can brands get away with not advertising at all? : opinion
CEO of Primedia Unlimited Ken Varejes asks some pertinent questions and provides some input into the frequently asked questions 'What happens when advertisers stop communicating their brands above the line?' 'Can new brands launch into a market without advertising?' 'What happens to established brands when they stop advertising?' and 'Why is it necessary to invest in advertising?'
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