PT  - JOURNAL ARTICLE
AU  - Kate Newstead
AU  - Jennifer Taylor
AU  - Rachel Kennedy
AU  - Byron Sharp
TI  - The Total Long-Term Sales Effects of Advertising: Lessons from Single Source
AID  - 10.2501/S0021849909090308
DP  - 2009 Jun 01
TA  - Journal of Advertising Research
PG  - 207--210
VI  - 49
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/49/2/207.short
4100  - http://www.journalofadvertisingresearch.com/content/49/2/207.full
SO  - J Advert Res2009 Jun 01; 49
AB  - This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without experimental controls. From very different approaches, two common findings emerge: If advertising is to be sales effective in the long term, it must first work in the short term.Advertising typically has a half-life of three to four weeks. In terms of scheduling, a continuity strategy appears preferable. There may be conditions under which bursting is more appropriate, but these circumstances are not yet at all well documented.