ABSTRACT
This chapter provides specific recommendations, starting with the short term and ending with the extreme long term and finally addresses the packaged goods companies and advertising agencies. One of the major benefits of a brand's internal momentum is that consumers will accept a higher price-which means that the brand can rely less on consumer promotion, to the benefit of the brand's profitability. The best-performing campaigns support even higher consumer prices. Price can increase with growing degrees of advertising intensity. A positive STAS differential is a necessary but not exclusive condition for an advertising campaign to be successful in the medium term. Advertising intensity media continuity goes a long way to transforming a short-term effect into a medium-term one. An analysis of repeat-purchase rates will point to difficulties unrelated to advertising, such as functional inadequacies of the brand compared to its competitors, problems of price, or imperfections in retail distribution.
