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.

The Bridge to the Long Term

The bridge to the long term

The first five chapters of this book concentrated on advertising's short- and medium-term effects. Because a medium-term effect represents a mere repetition of short-term effects, the two can be discussed together. They are essentially the same thing except for the time dimension. Both are discrete and closed-ended. There is little delayed effect from the short term to the medium term, and as a general rule, a second short-term effect is no greater than a first one because there is no hangover from what has gone before. (There is a small exception to this, which is discussed at the end of this chapter.)

When we move beyond the medium term and try and evaluate the effects ...

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