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The longer and broader effects of advertising

Date of publication: June 15, 1991

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Paul Feldwick, Chris Baker

Abstract:

Historically the short term sales response to advertising has been the easiest to measure, giving rise to a mistaken belief that long term effects do not exist. As this became an issue in the ERA Advertising Effectiveness Awards, a new category was created for "longer and broader effects’ of advertising. The resulting entries give an encouraging demonstration of long term effects and how they can be shown to exist.

Paul Feldwick

Author

This is a long description of some author details.

Chris Baker

Author

This is a long description of some author details.

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Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Feldwick and Baker (1991a, June 15). The longer and broader effects of advertising. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/the-longer-and-broader-effects-of-advertising