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Short & long-term effects

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Article

This paper summarises key findings from the IPA report, ‘Media in Focus’, itself an analysis of the media elements within the IPA’s Databank of advertising effectiveness case studies.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

News

LONDON: To exploit the full potential of marketing in the changing media landscape, brand owners must strike a better balance between the long and short term, a new study claims.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

This article examines why creative effectiveness has halved since 2011 and how marketing needs to change to focus on long-term brand health with improved creative effectiveness.

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

Opinion

Faris Yakob addresses the tensions between short-term sales effects and longer-term brand building - and concludes that measurement holds the key to untangling this paradoxical relationship.

News

LONDON: For the public and charity sectors, marketers can increase the long-term effects of a campaign by aligning with the expertise, exposure or the fame of a partner, an industry figure argues.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.

Article

In this article, the author argues that marketers should start with the desired customer experience, not with all the new technology available.

Article

In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.

Article

In this webinar, Les Binet explains how marketing effectiveness works in the digital age, a topic covered in the Warc Toolkit 2017 of marketing trends.

Research Paper

This viewpoint discusses the need for balanced metrics to combat the rise of short-termism and provide a better analysis of campaign success.

News

LONDON: Marketing effectiveness requires striking the right balance between close targeting and mass reach, and between short- and long-term strategies, according to a Warc report.

Opinion

The danger with the current focus on viewability is that it has become a means unto itself – a target by which to measure success.

Article

This article looks at how successful social media campaigns can be more accurately distinguished from popular but ineffective campaigns.

News

The term ‘effectiveness' can cover a wide area, as was evident from what Warc subscribers were reading on the subject in 2016, ranging from ROI to brand positioning, from media choices to product launches.

Article

This article discusses the importance of brand meaning and the threats that have emerged against it in the digital age.

Article

This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Article

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.