Single-Source Research Begins to Fulfill Its Promise

The "failure" of previous attempts to demonstrate short-term effects of advertising was actually a result of the limited measurement methods available to researchers. This analysis of single-source data reveals quite strong short-term effects of advertising for 20 percent of brands studied here, with another 30 percent of brands showing modest impact.Long-term advertising impact is found to be dependent on shortterm effectiveness and adequate media continuity, but lesser in magnitude than short-term effects. When a brand is not advertised, it is vulnerable to the short-term influences of promotion and advertising of competitive brands. Since one exposure generates the highest proportion of sales, it is wasteful to concentrate media money into flights of advertising.