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Benchmarks for Sales Performance

A paper in the Journal of Advertising Research proposes sales and advertising build benchmarks which can be used to estimate long-term performance. The author notes that these methods are not meant to replace comprehensive marketing mix modeling, but they can serve as simpler, faster way of gauging whether a product is on-track to meet its full-year target.

 

Read the article. ARF Members can access the full JAR issue by logging into MyARF.

For more on this topic, check out the Advertising Tab in Morning Coffee .

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