Long-Term Impact

Marketing that works over the long term

Long-Term Impact


ARF Experiential Learning, Audience Measurement, June 2015

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.


Joseph Clift, Event Reports, APG Noisy Thinking, June 2015

This event report explores the divide between people marketers who believe 'brand love' is possible and helps to increase sales, and those who think getting noticed and building penetration is most important.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Denmark's Spies Travels made people aware of its City Getaways in a cluttered market.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Swedish Institute and VisitSweden changed the way that tourism was promoted.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Yum Restaurants International reinforced KFC's position in South Africa as a brand that cares, in three consecutive campaigns from 2011 to 2013.


Leslie Wood and David Poltrack, Journal of Advertising Research, Vol. 55, No. 2, 2015
Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate. Advertising also influences brand purchase through long-term effects determined by indirect increases of future purchases through trial and increases in loyalty and brand equity.

Effie Worldwide, Bronze, North America Effies 2015

This case study explains how Priceline, the online travel agent, brought its brand promise to get the best deal possible for its customer to life and increased sales in the US.


Leslie Wood, Dave Poltrack and Jeff Doud, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

The case study describes how Kellogg's and four other brands studied how advertisers can understand the long-term effect of advertising to create long-term sales and brand equity.


Toby Harrison, Les Binet and Sarah Carter, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2014

This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.

WARC RECOMMENDS


ARTICLE FOCUS

Long-term planning: Taking the long view

How to measure long-term return on marketing investment


ARTICLE FOCUS

The price of continuity in a short-term world

Long-term strategies that are still paying back


CASE STUDY

Hunt's Tomatoes: Hunt's Crash Kitchen Tour

How an FMCG brand gained volume share year after year


CASE STUDY

UK Department for Transport: Road Safety

How 30 years of drink drive ads saved almost 2,000 lives


ADMAP

Perpetual Marketing

Developing campaigns for the 24/7 Live Age


WEBINAR

The long and short of it

Binet and Field on how campaigns work over time