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Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robin T. J. Tuck, W. G. B. Harvey
January 1, 1980
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Citation

Tuck and Harvey (1980a, January 01). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand--1895


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Robin T. J. Tuck, W. G. B. Harvey
June 15, 1971
×

Citation

Tuck and Harvey (1971a, June 15). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand-