Decay factors This depends on the measure, the market and the ‘effect’. Awareness responds and decays quickly, whereas image, or base sales move slowly. For example, in the UK ‘Seen on TV’ decays at around 10% per week, whereas base sales, or brand image can hold onto 99% from one week to the next. The long term effects of great, or long running campaigns will resonate for years…	BrandScience decay “norms”
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