What is the short-term effect of advertising?

Date of publication: September 1, 1970

Author: Colin McDonald


This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders, cereals, tea, tinned soup, margarine, wrapped bread, shampoo, toothpaste and hot milk drinks.

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