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Research papers

The curse of the Leverhulmes

Historically, much of what we have learned about payback to advertising has come from tracking Consumer Packaged Goods (CPG) on television. The data typically show that advertising investments do not payback short term, but require several years....

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Erwin Ephron, Gerry Pollak
June 18, 2003
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Citation

Ephron and Pollak (2003a, June 18). The curse of the Leverhulmes . ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/the-curse-of-the-leverhulmes-