TY - JOUR T1 - Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns JF - Journal of Advertising Research JO - J Advert Res SP - 186 LP - 192 DO - 10.2501/S0021849909090266 VL - 49 IS - 2 AU - Leslie Wood Y1 - 2009/06/01 UR - http://www.journalofadvertisingresearch.com/content/49/2/186.abstract N2 - 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. ER -