Advertising Strategy

Advertising Half-Lives for fmcg Brands and Markets

Professor Flemming Hansen and Lotte Yssing Hansen,
Copenhagen Business School (CBS).

Single-source data allow consumer purchases and advertising exposures to be directly linked. This makes possible very detailed and in-depth analyses of the influence of advertising on the purchase situation. Earlier studies with the data presently available have used the same retention rate for all brands studied1. However, this study concentrates on choosing the optimal retention rate, to learn whether it is possible, with good reason, to assume that there is an overall retention rate for all brands across the different product categories or whether it is necessary to estimate an optimal retention rate for each brand.