Measuring the Long-Term Effects Of Television Advertising
通过追踪家庭在短期广告效应后一年的购买行为，测量电视广告对长期品牌购买的影响，并给出将短期效果转换为总效果的乘数。
<h3>ABSTRACT</h3> Advertising influences brand purchase through <i>short-term effects</i> determined by direct increases in penetration, basket size, and buy rate. Advertising also influences brand purchase through <i>long-term effects</i> 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.