You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.


Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


You will receive a weekly email whenever there’s new content on this topic.


You can review the topics you follow in Your Warc.

Key reading

Binet and Field

Balancing long- and short-term strategies

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.
Not a subscriber? Download this sample

Measuring long-term ad effects: A meaningfully different approach

The case for evaluating advertising based on long-term effects and suggests appropriate methods.

Some well-established patterns of short-term effects

An analysis of single-source data showing that advertising has a pronounced short-term effect on sales.

The case for long-term advertising

How econometric modelling can be used to substantiate long-term sales effects from advertising.

Latest articles

MediaCom and Thinkbox on using TV for long and short-term effects

This event report discusses results from research undertaken by Thinkbox and MediaCom that aimed to uncover the online and offline drivers of sales for direct response ads.

The Reach and ROI of Mobile and TV

This paper explains how GfK developed a cross-media measurement tool to compare the impact of TV and Facebook ads on sales.

Conceptual closure: The impact of event boundaries on long-term memory encoding and advertising effectiveness

This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.

Warc Trends: Seriously Social 2015 - How social strategy can drive business results

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200