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Ehrenberg-Bass researchers readily admit that consumers are heterogeneous in their brand preferences. Yet, they ignore the possibility that consumers also vary in their expected responsiveness to advertising even though they are mathematically linked.

Necessary for brand growth is growing your customer base, but don’t assume your top advertising goal is to attract new customers. The best way to grow your customer base is through increased retention.

Using best in class math driven media tactics collectively can be expected to account for 70-75% of ad effectiveness at driving sales. Targeting alone can be as powerful as great creative at driving incremental sales

The short and long of advertising…what marketers and researchers need to know

In: addressable marketing, advertising, brand marketing, media planning, performance marketing, The MMA
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Long vs. short term effects of advertising come from different consumers. Are you tracking campaigns the right way?

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