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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

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Chris Baker

Author

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Advertising exposure and advertising effects

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: James F. Donius, Michael von Gonten

 

November 11, 1996

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Citation

Donius and von Gonten (1996a, November 11). Advertising exposure and advertising effects. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/advertising-exposure-and-advertising-effects


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Monitoring the effects of television advertising

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Sue Stoessl, Anne Wicks

 

June 15, 1976

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Stoessl and Wicks (1976a, June 15). Monitoring the effects of television advertising. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/monitoring-the-effects-of-television-advertising


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Researching the subconscious effects of advertising

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

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Citation

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https://ana.esomar.org/documents/researching-the-subconscious-effects-of-advertising


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Citation

Feldwick and Baker (1991a, June 15). The longer and broader effects of advertising. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/researching-the-subconscious-effects-of-advertising