PT  - JOURNAL ARTICLE
AU  - Leslie Wood
TI  - Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns
AID  - 10.2501/S0021849909090266
DP  - 2009 Jun 01
TA  - Journal of Advertising Research
PG  - 186--192
VI  - 49
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/49/2/186.short
4100  - http://www.journalofadvertisingresearch.com/content/49/2/186.full
SO  - J Advert Res2009 Jun 01; 49
AB  - Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is the largest contributor toward effectiveness. This article shares the foundations for these generalizations as well as more current examples that use Project Apollo data.