June 10th, 2014
Study: Long-Term Sales Lift From Advertising Stronger Than Ever
By Jack Neff
Research With Kellogg, CBS Shows Fragmentation Hasn't Weakened Effects
Does advertising still produce a long-term sales lift like it did decades ago despite years of media fragmentation, relentless ad clutter and smartphones fueling short attention spans? Kellogg total sales lift from Special K ad was 3.5 times the effect in first month.
A new study presented at the Advertising Research Foundation Audience Measurement Conference in New York today suggests the long-term effect of ads may even be stronger than long believed. A quarter century ago, researchers examined ads for more than 40 packaged-goods brands in test markets for the so-called “How Advertising Works” study. They found the long-term sales lift from advertising was on average double what occurred in the early weeks.