RT Journal Article
SR Electronic
T1 The Total Long-Term Sales Effects of Advertising: Lessons from Single Source
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 207
OP 210
DO 10.2501/S0021849909090308
VO 49
IS 2
A1 Newstead, Kate
A1 Taylor, Jennifer
A1 Kennedy, Rachel
A1 Sharp, Byron
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/207.abstract
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.