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Research papers

The longer and broader effects of advertising

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...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Paul Feldwick, Chris Baker
June 15, 1991
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Citation

Feldwick and Baker (1991a, June 15). The longer and broader effects of advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-longer-and-broader-effects-of-advertising