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Research papers

How does advertising affect loyalty?

Understanding and measuring advertising and buyer loyalty have both been on marketers' agendas for many decades. However, the act of bringing the two agendas together has been limited due to the data requirements associated with doing so...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Leslie Wood, Rachel Kennedy, Colin McDonald, Carl Driesener, Gerald J. Goodhardt
June 1, 2008
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Citation

Wood, Kennedy, McDonald, Driesener and Goodhardt (2008a, June 01). How does advertising affect loyalty?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/how-does-advertising-affect-loyalty-


Research papers

The effect of recency of ad exposure on purchasing across categories and media

The best time to reach a potential buyer of your product with your brand's advertising is immediately before they make their choice. There is a wide literature advising the media planner to do just that. While the theory of recency planning is well...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Virginia Beal, Erica Riebe, Carl Driesener
June 1, 2008
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Citation

Beal, Riebe and Driesener (2008a, June 01). The effect of recency of ad exposure on purchasing across categories and media. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-effect-of-recency-of-ad-exposure-on-purchasing-across-categories-and-media