Consumer panel data on long-enough time series for brand purchases across different retail product categories.

To examine the short-term and the long-term sales-to-advertising effectiveness of offline and online media for a broad set of brands in the CPG industry and derive empirical generalizations. In addition, we will assess the existence of cross-media effects among the offline and online media, thereby accounting for carryover effects. Based on the results of our analyses we will make recommendations on how CPG brands should optimally allocate their advertising budget and in which media they should either increase or decrease their spending.