Advertising Effectiveness: The long and short of it

Cila Warncke

Les Binet and Peter Field's 'Advertising Effectiveness: the long and short of it' is an update of their seminal 2007 research and analysis of IPA case studies, 'Marketing in the Era of Accountability'.

In a joint keynote at this latest report's launch, Field and Binet focused on the difference between short and long-term advertising in terms of effectiveness and efficiency, offered insights into optimum channel choice and delved into the psychology of both forms of marketing. Leading industry figures including John Lewis's award-winning marketing director Craig Inglis also presented case studies illustrating the principles encompassed in the findings.

Key findings

Short-term activity can damage long-term brand health