Short term sales, long term profit: How to get the balance right

This presentation discusses research using the IPA Databank of case studies, identifying drivers of effectiveness over the short and long term.
This is a crucial issue for marketers, as short and long term effects are different - and short and long term optimised strategies achieve different results. Among the findings are that both pre-testing and real-time evaluation promotes short-term success but reduces long term effectiveness. Instead, the authors recommend that short term metrics need to be balanced by long term metrics such as price sensitivity and emotional brand equity....

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