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A study, begun in 1984 and conducted by the Advertising Research Foundation and what was then called the American Business Press, examined the effects of varying media weight and advertising frequency schedules on the sales of several products. Forty-seven sponsoring organizations spent nearly $400,000 to support the study. Results confirm that increased advertising signifies increased sales, sales leads, and profits. Four to six months are required to see advertising program results, and a substantial effort may be required initially to make advertising effective. A campaign's effectiveness can last, however, long after the campaign is over. Advertising to both end-users and dealers is important for products sold through dealers. Advertising can have a positive effect on purchasers' attitudes and awareness toward industrial products.

Research was conducted by AGB Research in the United Kingdom to find out how television advertising affected sales, to identify effective frequency, and to test the logistics of having joint, detailed purchasing and viewing data on one panel. Databases covering product categories, viewing data, and commercials transmitted were as merged together at the end of the study. The results indicated that, in general, housewives who had seen a product advertised were more likely to buy it than those who had not.

Econometric models provide estimates of advertising's affects upon sales. Systematic variations in econometric estimates of short and long term advertising effects are examined. Each is utilized as a data point within the analysis. The estimates produced are plausible and show little difference over product classes. Products and settings produce different elasticities. Meta-analysis can help produce specific situation predictions.