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Short & long-term effects

In a business environment increasingly focused on the next quarter’s results, the distinction between short- and long-term effects has become one of the most important topics in marketing effectiveness. Recent research has suggested that long-term considerations need to be factored into campaign measurement. Long-term success – in the form of strong brands commanding price premiums – cannot be generated by a succession of short-term ‘hits’, but must be planned for and measured accordingly.

Key Reading

Important papers from across the WARC database

This paper presents some of the findings and recommendations from The Long and Short of It, a study from Les Binet and Peter Field that provides evidence-based recommendations for businesses on how best to approach investment in advertising. It focuses on balancing short-term sales improvement with long-term brand success.
Learn why major FMCG advertisers are pulling back from granular digital targeting and how short-termism has undermined the link between creativity and effectiveness.
The case for evaluating advertising based on long-term effects and suggests appropriate methods.
An analysis of single-source data showing that advertising has a pronounced short-term effect on sales.
How econometric modelling can be used to substantiate long-term sales effects from advertising.

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