17 findings
Exchange › Conversion
Advertising sales elasticity estimates vary with each model that a team may choose to use.
Exchange › Conversion
Short-term sales respond far more to price, while profit depends on more.
Exchange › Conversion
More TV advertising is not a dependable way to grow sales for established packaged-goods brands.
Exchange › Conversion
Price promotions are associated with short-lived sales gains and virtually no permanent gain. For national brands, category buying leads the total response.
Exchange › Conversion
Some shoppers naturally try a new packaged good in its first year, but the trial gap between them and more cautious shoppers narrows when the product is clearly incremental and heavily advertised.
Exchange › Conversion
Price elasticity benchmarks for sales, share, and choice depend on data and model choices.
Exchange › Conversion
Competitive clutter means competing advertising and is linked to a smaller sales response.
Exchange › Conversion
Manufacturers can earn more from selective trade deals than from a blanket discount, when they choose products whose shoppers respond to price cuts and retailers that pass more of the discount on.
Exchange › Conversion
Personal selling has an adjusted benchmark for same-period sales.
Exchange › Conversion
Contractions go with greater long-term price sensitivity; expansions go with greater long-term advertising effectiveness. Same-month responses show no clear cycle change.
Exchange › Conversion
Shoppers buy more of a product when it gets more shelf space, most for impulse buys and least for everyday commodities.
Exchange › Conversion
For practical purchases in stores, shoppers see a sale price beside the store’s own regular price as a stronger sign of quality than a “Compare at” price from other stores.
Exchange › Conversion
Customers say they will pay more for socially responsible products, especially when the benefit goes to people.
Exchange › Customer Attraction
More TV spending is associated with more branded searches over the following four days.
Exchange › Conversion
Customers judge a price increase by the reason behind it, and they see an increase that adds profit as less fair than one that covers higher costs.
Exchange › Conversion
Broad category search advertising can create in-store sales that online attribution misses.
Exchange › Conversion
Movie and video-game sales respond to advertising far more strongly than sales in other industries, and more strongly over a title's full run than in its launch week.
Cross the framework