Campaign effectiveness : Long-term effects

 

In this contribution to the ‘Best Practice’ series, Colin McDonald looks at the knotty problem of understanding the long-term effects of advertising – for which there is strong evidence. He considers ...

This profound paper examines the relationship between advertising and purchasing using a logistic regression model. Using single source data and an adstock calculation 18 product categories and 89 fm ...

This is a response to the review in March Admap of the book 'The Ultimate Secrets of Advertising' by its author John Philip Jones. This open letter states that the reviewer of the book ignores accoun ...

It is timely to review advertising's long term effects as recession looms. Persuasion testing is the most widely used advertising research metric in the US. However there are problems with the method ...

This paper outlines the database and methodology used to provide greater depth in modeling the volume effect of advertising and reports the direction of initial findings from this work. The efforts ar ...

The effects of advertisements must be seen in behaviour before we discuss how individuals are affected. Case history analysis is needed; a new source is outlined. There is a common structure for t ...

It is often suggested that brands need consistent advertising to succeed over time. This articles explores the evidence of what happens in reality. Brands mentioned for consistency: De Beers, Captain ...

Examines the consumer research evidence for long-term advertising brands. A strong relationship between brand and consumer is the key to success and depends on several factors. Research measures need ...

Longer-term effects of advertising are difficult to identify and one should be wary of simple exercises that merely identify that a correlation exists. The cases presented here - Bisto gravy, Andrex - ...

It is argued that it now seems old-fashioned to assume that a brand has a constant share base, independent of its advertising (and other marketing activities). The assumption can be tested, and more o ...

Argues in response to Simon Broadbent (May 1989) that long-term advertising effects are likely to be so small, relatively, that they may be ignored when setting advertising budgets, and that increased ...

The author defines advertising's role as being to generate continuous purchasing by consumers; advertising must generate repeat purchasing (maintain a brand franchise). Scanner-based research makes it ...

A riposte to Alan Smith (May 1984, no. 2815). The apparent conflict is a result of talking about different things: short-term switching is not the same as long-term change of purchase behaviour. What ...

Argues that, while a fair amount is known from research about the short-term effects of advertising, little is done to measure its long-term effects; yet these are a major benefit of advertising expen ...

A comment on Colin McDonald, March 1984 (no. 2009), in reply to the author, October 1983 (no. 2817).

A comment on Alan Smith's article, Admap, October 1983 (no. 2817).

The success of an advertising campaign is measured by increased frequency of the described activity, but this may or may not be associated with changes in attitude or brand loyalty. Thus there are onl ...

The authors show that deceptive advertising engenders distrust (through a process of defensive stereotyping), which negatively affects people’s responses to subsequent advertising, whether from the sa ...