10 findings
Exchange › Conversion
With advertising's effect on sales, how the number is measured matters as much as the market it came from.
Exchange › Conversion
Short-term sales move far more on price than on advertising, but a bigger sales jump is not the same as a bigger profit.
Exchange › Conversion
Adding more television advertising is not a dependable growth plan for established packaged goods.
Exchange › Conversion
Treat every price elasticity benchmark as conditional, not universal.
Exchange › Conversion
When rivals are on air the same week, your ad's sales payoff can be cut in half. What drives the damage is how many of them advertise, not how much they spend.
Exchange › Conversion
A dollar of selling effort keeps paying off well after the quarter it's spent.
Exchange › Conversion
A recession makes shoppers more price-sensitive and advertising less effective, and the shift builds over months rather than showing up in the first weeks.
Exchange › Customer Attraction
TV doesn't just build awareness. It sends people searching for your brand within hours.
Exchange › Conversion
Price fairness depends more on the increase than the rationale.
Exchange › Conversion
Search ads can create store sales that online attribution misses.
Cross the framework