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John Philip Jones

In: How Advertising Works: The Role of Research

Chapter 5: Penetration, Brand Loyalty, and the Penetration Supercharge

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Penetration, Brand Loyalty, and the Penetration Supercharge
Penetration, brand loyalty, and the penetration supercharge
John PhilipJones

The normal way of monitoring the effect of advertising is by measuring the sales of the advertised brand, for example, ex-factory or through retail stores. Yet there is no direct link between advertising and sales measured in this way, because advertising is addressed to consumers, and a number of factors can impede advertising's ability to induce consumers to act. It can be countered by the efforts of competitive brands; there may be large stocks of the brand in the trade or in the home to absorb any increased demand; and the brand may not achieve full retail distribution, so that the consumer's efforts to buy it are frustrated. To get a ...

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