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Anyone who can still sing the "I wish I were an Oscar MeyerWeiner" song knows ad campaigns can stick with you for a longtime. In fact, according to a recent study conducted at Ohio StateUniversity in Columbus, advertising typically affects purchases forsix to nine months--catchy, effective advertising, that is.
Determining your advertising's longevity can help you planbetter timing and placement for your ads, says Robert Leone, thestudy's author. For instance, if you determine that your printads are remembered for four months, you probably don't need torun them in a weekly publication; instead, space them fartherapart.
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