Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns

Leslie Wood

Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is the largest contributor toward effectiveness.

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...

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