Will I Hit My Year-End Numbers? A Brand-Performance Forecasting Model
研究了15个消费品类的新品和成熟品牌的销售与广告累积曲线，发现共性规律，为品牌经理提供评估绩效的基准，并基于中期实际销售预测年终销量。
<h3>ABSTRACT</h3> This study investigated the sales and advertising “build” curves for 15 consumer packaged-goods (CPG) categories, for both new products and established brands. Build curves reflect cumulative sales at any given time period divided by the 52-week sales. The author identified commonalities across category in the sales and advertising build curves. The goal: to develop benchmarks that brand managers can employ to assess how their brands are performing. Further, the author believes, these benchmarks are the basis for developing a simple and direct means of forecasting year-end sales based on actual sales over an interim time period.