Why Aren't You Looking at the Long-Term ROI of Ads?

This paper explores measurement of the long term effects of advertising, finding that though there is significant understanding of these effects, brands pay more attention to the short-term and researchers do not collect and keep enough data.

Why Aren't You Looking at the Long-Term ROI of Ads?

Sequent Partners

The question

Complete the thought:

Tony the Tiger says "They're ..."

What do you deserve today?

Got what?

What stays in Vegas?

What kind of beauty does Dove promise?

15 minutes will save you what?

Who do P&G spokespeople say Thank You to?

When it absolutely, positively has...

You don't have to be a Quintile 5 media consumer to know the answers to most of those questions. They're some of the most famous advertising taglines in history. Do you know the sponsor? Can you see...

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