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Short & long-term effects

In a business environment increasingly focused on the next quarter’s results, the distinction between short- and long-term effects has become one of the most important topics in marketing effectiveness. Recent research has suggested that long-term considerations need to be factored into campaign measurement. Long-term success – in the form of strong brands commanding price premiums – cannot be generated by a succession of short-term ‘hits’, but must be planned for and measured accordingly.

Key Reading

Important papers from across the Warc database

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.
The case for evaluating advertising based on long-term effects and suggests appropriate methods.
An analysis of single-source data showing that advertising has a pronounced short-term effect on sales.
How econometric modelling can be used to substantiate long-term sales effects from advertising.


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.


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.


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.


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.


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


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.
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  1. 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.

  2. Article

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

  3. 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.

  4. 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.

  5. Article

    This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

  6. Article

    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.

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