Previous research on the short-term effects of advertising have not succeeded in demonstrating these effects because of the lack of appropriate measurement methods. To resolve this problem, a pure single-source research approach is developed which involves the measurement of the impact on households of advertising for certain advertised brands. It also examines the relationship between the household members' perception of such advertising and their purchasing decisions regarding the advertised products. Using this research method to examine household purchasing data, household television-viewing information and 12 heavily advertised product categories, it is revealed that advertising had very strong short-term impact for 20% of the studied products and modest effects for 30% of the brands. The study also shows that long-term advertising impact is related to short-term effectiveness and adequate media continuity.
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