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...
