How Advertising Pays Back
It can lift in the short term, but the real returns have to be looked for over time, says Tim Broadbent, Bates UK
It is timely to review advertisings long-term effects when recession looms. If consumer spending slows there are fewer opportunities for advertising to generate immediate sales uplifts. We have to look more closely at long-term effects in order to defend the ad budget.
But even when the economy is buoyant, the profit that advertising creates comes more from its long-term than from its short-term effects. This fact has profound implications for...