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The total long-term sales effects of advertising: lessons from single-source
- Source :
- Journal of Advertising Research. June, 2009, Vol. 49 Issue 2, p207, 4 p.
- Publication Year :
- 2009
-
Abstract
- Advertising must be sales effective in the short term first to achieve long-term effectiveness. The half-life of advertising was also observed to be three to four weeks. Best practices in advertising are discussed further.
Details
- Language :
- English
- ISSN :
- 00218499
- Volume :
- 49
- Issue :
- 2
- Database :
- Gale General OneFile
- Journal :
- Journal of Advertising Research
- Publication Type :
- Periodical
- Accession number :
- edsgcl.202585358