Long-term Advertising Effects and Optimal Budgeting

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Long-term Advertising Effects and Optimal Budgeting

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Title: Long-term Advertising Effects and Optimal Budgeting
Author: Hansen, Flemming; Bech Christensen, Lars
Abstract: Using pure single-source data, this paper provides evidence for the existence and magnitude of long-term advertising effects across FMCG product categories. Furthermore, we focus on the difficulties that arise for wellestablished brands when new products are introduced into the market and product innovations take place. Our research shows that such occurrences drastically alter the relationship between share of voice and share of market in any given FMCG market, hence making it pivotal for marketers to focus on such relationships in order to maintain market position.
URI: http://hdl.handle.net/10398/6641
Date: 2004-04-02

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