Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns
Leslie WoodMedia Trust LLC
GENERALIZED LEARNINGS
Analysis of single-source data (combined data on media consumption with information on consumer product purchasing across time, matched at a household level) revealed four patterns of television advertising effectiveness. These four empirical patterns have been proven to hold for different types of advertised products and were tested on multiple single-source data sets.
EG1: Advertising can have a pronounced short-term effect on sales.
EG2: Advertising's effect on sales decays across time.
EG3: The most dramatic influence on advertising's effect on sales is creative copy.
EG4:...