The curse of the leverhulmes
Gerry Pollak and Erwin Ephron
Analysis of MMA (Marketing Management Analytics Inc) data found that advertising delivers positive short-term paybacks for six of the twenty non-CPG brands, but for only one of the twenty five CPG (consumer packaged goods brands) studied.
The Curse Of The Leverhulmes
The idea that advertising doesn't pay may be more about
packaged-goods than it is about advertising
Erwin Ephron
Ephron, Papazian & Ephron, Inc.Gerry Pollak
Marketing Management Analytics, Inc. (MMA)
It's no secret. Sunny,...
