June 10th, 2014

Study: Long-Term Sales Lift From Advertising Stronger Than Ever

By Jack Neff
Ad Age

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.

Read more: http://adage.com/article/cmo-strategy/study-finds-long-term-ad-effects-strong/293636/


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