Surely there are lasting effects of advertising.

Paul Baker

Longer-term effects of advertising are difficult to identify and one should be wary of simple exercises that merely identify that a correlation exists.

Surely there are lasting effects of advertising?

Paul Baker, OHAL, examines the aconomic evidence for advertising payback over time

THE CONCEPT of long-term advertising effects means that some of the sales of a product during the current week are a result of some advertising that consumers saw five years ago. More importantly, it means that as a result of advertising carried out now, there will be some sales taking place in five years' time.

The first of these positions represents a bonus for the product because it does not have to be paid for now; but the second is...

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