If I spend $500,000 on television advertising, what will I get back?

Andrew Green

In this paper, ZenithOptimedia's Andrew Green assesses whether advertising on television will return on the initial marketing investment.

If I spend $500,000 on television advertising, what will I get back?

Andrew GreenZenithOptimedia

BACKGROUND

In a study of consumer packaged goods in the US a few years ago, Deutsche Bank1reported that TV advertising didn't work for most mature package-goods...

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