RT Journal Article
SR Electronic
T1 Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 186
OP 192
DO 10.2501/S0021849909090266
VO 49
IS 2
A1 Leslie Wood
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/186.abstract
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.