Resource title

Long-term Advertising Effects and Optimal Budgeting

Resource image

image for OpenScout resource :: Long-term Advertising Effects and Optimal Budgeting

Resource description

Using pure single-source data, this paper provides evidence for theexistence and magnitude of long-term advertising effects across FMCG productcategories. Furthermore, we focus on the difficulties that arise for wellestablishedbrands when new products are introduced into the market andproduct innovations take place. Our research shows that such occurrencesdrastically alter the relationship between share of voice and share of market inany given FMCG market, hence making it pivotal for marketers to focus on suchrelationships in order to maintain market position.

Resource author

Flemming Hansen, Lars Bech Christensen

Resource publisher

Resource publish date

Resource language

eng

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/6641

Resource license

Check the according license before adaptation. When adapting give credits to the original author.