The lifetime value of advertising

Date of publication: November 1, 2000

Author: Steve Kingsbury

Abstract:

This paper outlines the database and methodology used to provide greater depth in modeling the volume effect of advertising and reports the direction of initial findings from this work. The efforts are focused on quantifying the long-term effects of advertising as well as providing diagnostic detail on how advertising affects consumer behavior and at a depth of detail that holds potential for improvement of advertising execution.

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