5 findings
Exchange › Conversion
Competitor advertising clutter cuts into the sales lift a brand's own TV spend delivers, driven more by how many rivals advertise than their total GRP weight; many CPG brands overspend past the optimal ad level, and price still moves sales far more than advertising.
Exchange › Customer Attraction
TV advertising lifts branded and category search volume alike, but mostly by stealing query share from rivals rather than growing the category; the branded-keyword effect fades within hours, while the category-search lift builds slowly and lasts for days.
Exchange › Conversion
Advertising's short-term sales elasticity swings widely across published models depending on modeling choices, such as whether carryover is included, functional form, and pooled versus time-series data; about half of advertising's effect carries into future periods, and European estimates run higher than US ones.
Exchange › Conversion
Sales respond far more to price than to advertising, and that gap widens for mature, nondurable products mainly because their advertising elasticity drops while price elasticity holds steady; a pricing model weighs this ratio against retail pass-through and margin to set the tradeoff.
Exchange › Conversion
Personal selling drives sales more for early life-cycle products than mature ones, and more in Europe than the US; pharmaceutical detailing shows the weakest response of any B2B sales force, and its impact has declined over time even as carryover into future periods runs strong.
Cross the framework