Year: 2015
Type: article
Abstract: ABSTRACT 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 households9 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.
Source: Journal of Advertising Research
Authors: Leslie A. Wood, David F. Poltrack
Institution: CBS Corporation (United States)
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2196943722