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The curse of the Leverhulmes

Date of publication: June 18, 2003

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Erwin Ephron, Gerry Pollak

Abstract:

Historically, much of what we have learned about payback to advertising has come from tracking Consumer Packaged Goods (CPG) on television. The data typically show that advertising investments do not payback short term, but require several years. This paper compares advertising ROI for CPG and Non-CPG brands. These data show that advertising is more likely to pay back in the short term for non-CPG brands and that higher ROI correlates with brand size.

Erwin Ephron

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Gerry Pollak

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Ephron and Pollak (2003a, June 18). The curse of the Leverhulmes . ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/providing-guidance-for-decisions-regarding-labor-market-policy-the-influence-growing-scepticism-of-technology-has-upon-the-choice-of-engineering-as-a-field-of-study