One of the most controversial issues in the field of Marketing
is the long-run impact that advertising has on brand awareness.
That is, while a short-term impact is commonly observed (i.e.
increased awareness of the advertised brand within a one-two week
time frame of the ad appearing), the longer-term impact is less
well understood. To this end, the Marketing Research Firm (MRF)
conducted a study to assess the longer-term impact of advertising
on his newly launched brand of detergent, clean-so-good...