Advertising profitability: size matters

In this follow-up paper to ‘The Curse of Lord Leverhulme’ by E. Ephron and G Pollak (Admap July/August 2003), Paul Dyson argues that the main factor driving advertising profitability, even in fmcg markets, is market size.

advertising profitability

Size matters

Paul DysonD2D Limited

Erwin Ephron and Gerry Pollak's recent article in Admap (1) raised some interesting points about profitable advertising. The authors tackled the issue that most advertising does not make a...

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