PT - JOURNAL ARTICLE AU - Demetrios Vakratsas AU - Zhenfeng Ma TI - A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions AID - 10.1017/S0021849905050269 DP - 2005 Jun 01 TA - Journal of Advertising Research PG - 241--254 VI - 45 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/45/2/241.short 4100 - http://www.journalofadvertisingresearch.com/content/45/2/241.full SO - J Advert Res2005 Jun 01; 45 AB - This study examines the long-term effectiveness of multimedia advertising in a competitive setting and its implications for budget allocation decisions, using multivariate persistence methodology. Analysis of network TV, spot TV, and magazine advertising for the two major competitors in the U.S. SUV industry suggested that long-run advertising effectiveness differed considerably among media. These differences were attributed to the media lifespan, retrieval, and content of the message they convey. The authors propose that budget allocation decisions should consider the long-run effectiveness of the different media employed to increase the productivity of advertising campaigns. They also conduct a simulation experiment to further investigate long-run sales effects of alternative allocation strategy scenarios.