Back

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.

This could also be of interest:

Research Papers

Advertising exposure and advertising effects

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: James F. Donius, Michael von Gonten

 

November 11, 1996

×

Citation

Donius and von Gonten (1996a, November 11). Advertising exposure and advertising effects. ANA - ESOMAR. Retrieved May 13, 2025, from


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


Case Studies

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

×

Citation

Stoessl and Wicks (1976a, June 15). Monitoring the effects of television advertising. ANA - ESOMAR. Retrieved May 13, 2025, from


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


Research Papers

Researching the subconscious effects of advertising

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Heather Mulholland

 

June 15, 1985

×

Citation

Mulholland, H. (1985a, June 15). Researching the subconscious effects of advertising. ANA - ESOMAR. Retrieved May 13, 2025, from


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


  • PDF
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
×

Citation

Feldwick and Baker (1991a, June 15). The longer and broader effects of advertising. ANA - ESOMAR. Retrieved May 13, 2025, from


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