RT Journal Article SR Electronic T1 Will I Hit My Year-End Numbers? A Brand-Performance Forecasting Model JF Journal of Advertising Research JO J Advert Res FD WARC SP 398 OP 406 DO 10.2501/JAR-54-4-398-406 VO 54 IS 4 A1 Robert E. Carter YR 2014 UL http://www.journalofadvertisingresearch.com/content/54/4/398.abstract AB This study investigated the sales and advertising “build” curves for 15 consumer packaged-goods (CPG) categories, for both new products and established brands. Build curves reflect cumulative sales at any given time period divided by the 52-week sales. The author identified commonalities across category in the sales and advertising build curves. The goal: to develop benchmarks that brand managers can employ to assess how their brands are performing. Further, the author believes, these benchmarks are the basis for developing a simple and direct means of forecasting year-end sales based on actual sales over an interim time period.