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.

A First Measure of Long-Term Effects

A First Measure of Long-Term Effects

A first measure of long-term effects

Advertising can also have long-term effects which operate beyond a year and into the future. This process is cumulative (unlike the short-term and medium-term effects). A brand initially grows as a result of expanding penetration—an increase in the number of users—a process that gives the brand breadth and which is influenced by advertising in its short-term role. The long-term effects of advertising work by adding to this a depth of repeat-purchase, an increased perception of value, and a boosted salience.

The long-term effects of advertising take the form of an enrichment of the brand and a strengthening of its relationship with the consumer. There are at least six ways in which this enrichment can be ...

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