Summary
Contents
Subject index
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 Depth of Advertising's Long-Term Effects
The Depth of Advertising's Long-Term Effects
The long-term effects of advertising take the form of an enrichment of the brand and a strengthening of its relationship with the consumer.
Chapter 7 described a direct, advertising-related measure of the long-term effects of advertising. We are now going to immerse ourselves in the brand itself with the aim of understanding and also in turn measuring the underlying causes of this advertising-related measure. What is there within a brand that enables it to maintain and sometimes increase its sales despite consistent under-investment in advertising?
To find out more, we need to concentrate on a brand's sales, or more precisely on its consumer purchases. We can do this—examining sales from the consumer's point of view—by using ...
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