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| Tekijä: | Rabuck, M. J. Rosenberg, K. E. |
| Otsikko: | Some observations on advertising for large brands |
| Lehti: | Journal of Advertising Research
1997 : MAY-JUN, VOL. 37:3, p. 17-25 |
| Asiasana: | BRANDS MARKETING SALES PROMOTION |
| Kieli: | eng |
| Tiivistelmä: | The ARS persuasion metric has been related to near-term scanner sales data through previous validation work. This paper observes that the relationship to sales is true for large brands as it is for small brands, although it may be difficult for large brands to obtain high ARS persuasion scores. Jones' STAS analyses suggested that an advertising campaign must produce a short-term effect before it can generate a long-term one (Jones 1995). This study provides further support for Jones' view. Short-term effects are related to longer-term brand health, whether the desired effect is stability or growth. |
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