The short-term impact of advertising

This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
  • The marketing industry often sees return on investment (ROI) as a goal instead of a measure of efficiency, favouring reduced investment which inevitable leads to a higher ROI, but doesn't lead to increasing profit.
  • It is important to understand the short-term impact of advertising – a major part of what drives annual budgets – but it is equally important to understand what impact advertising is having on the level of 'base' sales.
  • Only once both the short- and long-term effects of advertising are known can marketers work out the associated ROI and move onto optimisation, determining the hierarchy...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands