This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.

Getting it Right the First Time

Getting it right the first time

This chapter, like Chapter 2, is devoted to the immediate, short-term effect of advertising. The evidence in Chapter 2 leaves no doubt that advertising is capable of such an effect, although only 30% of campaigns do this strongly, with 40% working much less well and 30% being associated with declining sales. This information comes from a number of pieces of good research, each based on data collected over a long period of time—mostly 12 months.

But 12 months is a very long time in the world of business, and many an advertiser would see the post hoc analysis of sales as imposing an unconscionable delay in finding out whether or not the right decision has ...

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