Study finds for continuity vs. flights

Ross, Chuck
April 1999
Advertising Age;4/19/1999, Vol. 70 Issue 17, p2
Trade Publication
This article discusses the study Adworks2, conducted by Media Marketing Assessment (MMA) in the U.S. in 1999, which revealed that continuity television advertising schedules are more effective than separate flights in driving brand sales. The report studied the relationship of television advertising to sales of more than 2,000 brands. Another major finding of the study revolves around the relationship between a brand development index and advertising effectiveness. According to Erin Wullenweber, senior vice president of MMA, adding that the study found the brand development index is not related to advertising effectiveness.


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