The longer and broader effects of advertising

Date of publication: June 15, 1991

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.

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