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The Total Long-Term Sales Effects of Advertising: Lessons from Single Source

ABSTRACT This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without experimental controls. From very different approaches, two common findings emerge: If advertising is to be sales effective in the long term, it must first work in the short term. Advertising typically has a half-life of three to four weeks. In terms of scheduling, a continuity strategy appears preferable. There may be conditions under which bursting is more appropriate, but these circumstances are not yet at all well documented.