Jun
10
Study: Long-Term Sales Lift From Advertising Stronger Than Ever
Posted in: Uncategorized
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?
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.
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