RT Journal Article
SR Electronic
T1 Measuring the Long-Term Effects Of Television Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 123
OP 131
DO 10.2501/JAR-55-2-123-131
VO 55
IS 2
A1 Leslie A. Wood
A1 David F. Poltrack
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/2/123.abstract
AB Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate. Advertising also influences brand purchase through long-term effects determined by indirect increases of future purchases through trial and increases in loyalty and brand equity. The current study measured the long-term effect of television advertising by tracking households' purchases that were exposed to advertising out for a year after the initial short-term period. By measuring the increases in these “future purchases,” this method captured the influence of advertising on long-term brand purchases. It also reported the multiplier required to translate the short-term measured effect into the total long-term and short-term effects of advertising.