Measuring long-term ad effects: A meaningfully different approach

This article sets out the case for evaluating advertising based on long-term effects and suggests appropriate methods.

Measuring long-term ad effects: A meaningfully different approach

Daren PooleMillward Brown, Sydney

At the recent Australian Effie Awards, the judges decided not to give an award in the Long-Term Effects category. Journalist Rosie Baker, who found it worrying that there wasn't any work worthy of a long-term award, wrote an opinion piece in which she said: "The pressure to deliver instant results means that people are hobbled in their ability to look long term. It's difficult to look long term when the axe falls after two poor quarters. But by not looking longer term, the industry is doing itself...

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