Long-term effects of marketing actions

Michael Hess, Marketing Accountability Standards Board

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.

Long-term effects of marketing actions

Michael HessMarketing Accountability Standards Board

Why Long-Term Marketing? And a Definition

Long-term is the focus on building brands across periods that are longer than the next investor report, quarterly fiscal report or the current budget or planning period. Long-term is about growing a brand for the future. Long-term effects are generally measured through increased brand awareness, brand equity, increased loyalty or higher price elasticity. For a company to sustain long-term growth and profitability, it is important that it effectively execute both short-term and long-term marketing strategies.

Most marketing variables are primarily measured within the...

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