The Effects of Brand Familiarity in Alignment Advertising

This study addresses the issues of managerial concern for both nonprofit organizations and profit-oriented organizations by comparing public service advertising, alignment advertising, and traditional brand advertising as marketing communication tools. Previous findings regarding affective and conative advantages of alignment advertising over brand advertising were replicated and further expanded. At the same time, the investigation revealed that alignment advertising is not necessarily at a disadvantage to brand advertising in terms of brand recall.