The Total Long-Term Sales Effects of Advertising: Lessons from Single Source

Kate Newstead, Jennifer Taylor, Rachel Kennedy, and Byron Sharp

This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without experimental controls.

The Total Long-Term Sales Effects of Advertising: Lessons from Single Source

Kate Newstead, Jennifer Taylor, Rachel Kennedy and Byron SharpEhrenberg-Bass Institute, University of South Australia

INTRODUCTION

If advertising drives sales—and more than 40...

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