Should advertising spend be maintained at all costs?

Date of publication: June 15, 1994


In the course of this paper, are the results of a study which has examined brands over 20 years. Advertising is the continuous theme but each is examined in conjunction with other influential strategies ranging from sales promotions to product diversification. Because of the availability of data over such a long period of time, the focus is on fast moving consumer goods, although many findings may apply to other less frequently purchased fields.

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