No guarantees when it comes to ad impact.(Brief article)

Byline: jack neff

Advertising does have a long-term impact, but it's not guaranteed. Nor does price promotion's impact always end as soon as the promotion is over.

Those are the findings of Information Resources Inc., which conducted research for a consortium of eight package-goods marketers. The study spanned five years of data for 10 categories, including salty snacks, household cleaners and air care.

Like past research using marketing-mix models, the study shows advertising generally has double the long-term return on investment (1.8 times in