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.