Setting advertising budgets for lasting effects

Argues that, while a fair amount is known from research about the short-term effects of advertising, little is done to measure its long-term effects; yet these are a major benefit of advertising expenditure.

Setting advertising budgets for lasting effects

Stephen KingResearch & Development Director, J. Walter Thompson

In this article, based on a paper delivered to a recent one-day workshop, Stephen Kingpoints out that although a fair amount is known from research about the short-term effects of advertising, comparatively little is done to measure its long-term effects. Yet since a major benefit of advertising expenditure is the build-up of added value over the long term, which is itself the base for short-term effects – 'marketing from strength' – the measurement of that added value is an essential contribution to advertising...

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