Long-term advertising effects

Colin McDonald

In this contribution to the ‘Best Practice’ series, Colin McDonald looks at the knotty problem of understanding the long-term effects of advertising – for which there is strong evidence.

Long-term advertising effects

Colin McDonald

An anecdote will show how long-term effects happen. When the UK's telephone directory enquiries service was privatised, three companies ran campaigns. The whole purpose of these campaigns was to gettheir specific...

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