PT  - JOURNAL ARTICLE
AU  - Robert E. Carter
TI  - Will I Hit My Year-End Numbers? A Brand-Performance Forecasting Model
AID  - 10.2501/JAR-54-4-398-406
DP  - 2014 Dec 01
TA  - Journal of Advertising Research
PG  - 398--406
VI  - 54
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/54/4/398.short
4100  - http://www.journalofadvertisingresearch.com/content/54/4/398.full
SO  - J Advert Res2014 Dec 01; 54
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.