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...