Advertising exposure and advertising effects

Date of publication: November 11, 1996

Abstract:

The paper describes a proprietary modeling process which has been used to isolate advertising effects of a short-term nature and to document long-term effects. Many of the findings of this work are congruent with the findings of John Philip Jones, particularly the clear-cut ad effects in the week of exposure. However, this model makes use of standard household panel data rather than the "single source" data used in Jones analysis and unlike Jones, offers a concrete mechanism for examining long-term effects.

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