Proof of performance

Author: Alan Smith

Abstract:

This report is based on a study of month-by-month brand share movements for twenty leading packaged goods brands - consisting of ten top magazine-only and ten top mixed magazine and television advertisers - over a two year period, and used an analysis approach which focuses on a comparison of actual against expected brand shares, averaged across brands and grouped for sets of months according to the level of magazine advertising support for each brand individually.

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