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,...

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