PT  - JOURNAL ARTICLE
AU  - Leslie A. Wood
AU  - David F. Poltrack
TI  - Measuring the Long-Term Effects Of Television Advertising
AID  - 10.2501/JAR-55-2-123-131
DP  - 2015 Jun 01
TA  - Journal of Advertising Research
PG  - 123--131
VI  - 55
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/55/2/123.short
4100  - http://www.journalofadvertisingresearch.com/content/55/2/123.full
SO  - J Advert Res2015 Jun 01; 55
AB  - Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate. Advertising also influences brand purchase through long-term effects determined by indirect increases of future purchases through trial and increases in loyalty and brand equity. The current study measured the long-term effect of television advertising by tracking households' purchases that were exposed to advertising out for a year after the initial short-term period. By measuring the increases in these “future purchases,” this method captured the influence of advertising on long-term brand purchases. It also reported the multiplier required to translate the short-term measured effect into the total long-term and short-term effects of advertising.