Measuring the Long-Term Effects Of Television Advertising

Abstract

ABSTRACT Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate. Advertising also influences brand purchase through long-term effects determined by indirect increases of future purchases through trial and increases in loyalty and brand equity. The current study measured the long-term effect of television advertising by tracking households9 purchases that were exposed to advertising out for a year after the initial short-term period. By measuring the increases in these “future purchases,” this method captured the influence of advertising on long-term brand purchases. It also reported the multiplier required to translate the short-term measured effect into the total long-term and short-term effects of advertising.

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