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Measuring the Long-Term Effects Of Television Advertising

Nielsen-CBS Study Uses Single-Source Data To Reassess the “Two-Times” Multiplier

Leslie A. Wood, David F. Poltrack
DOI: 10.2501/JAR-55-2-123-131 Published 1 June 2015
Leslie A. Wood
Nielsen Catalina Solutions,
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  • For correspondence: Leslie.Wood@ncsolutions.com
David F. Poltrack
CBS Corp.,
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  • For correspondence: dfpoltrack@cbs.com
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ABSTRACT

Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate. Advertising also influences brand purchase through long-term effects determined by indirect increases of future purchases through trial and increases in loyalty and brand equity. The current study measured the long-term effect of television advertising by tracking households' purchases that were exposed to advertising out for a year after the initial short-term period. By measuring the increases in these “future purchases,” this method captured the influence of advertising on long-term brand purchases. It also reported the multiplier required to translate the short-term measured effect into the total long-term and short-term effects of advertising.

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Vol 55 Issue 2

Journal of Advertising Research: 55 (2)
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Measuring the Long-Term Effects Of Television Advertising
Leslie A. Wood, David F. Poltrack
Journal of Advertising Research Jun 2015, 55 (2) 123-131; DOI: 10.2501/JAR-55-2-123-131

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Measuring the Long-Term Effects Of Television Advertising
Leslie A. Wood, David F. Poltrack
Journal of Advertising Research Jun 2015, 55 (2) 123-131; DOI: 10.2501/JAR-55-2-123-131
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