Advertising sales effects

It is difficult to evaluate the contribution of advertising to sales both in the short term and (especially) the long term.

Advertising sales effects

Identifying the direct contribution of advertising sales may be difficult - but it can be done. Colin McDonald considers how advertising can best be evaluated, both in the short and the long term

Colin McDonald

IN AN IDEAL WORLD, we would all like to be able to see a nice clear rise in sales resulting from an advertising campaign. In practice, what is much more usual is sales moving up or down around a constant level.

The reason is quite clear. Most brands have a history; they have already reached their 'natural' position in...

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