Profit Ability: The business case for advertising - Sector analysis

This report pulls together the findings of a study into the short- and long-term effects of advertising, and breaks them down for three specific sectors: FMCG, Retail and Financial Services.
  • The study examines how six different advertising channels – TV, print, out of home, online video, radio and online display – perform for each sector.
  • TV is the safest investment in the short term for FMCG, while out of home, TV and online video deliver high long-term multipliers.
  • Advertising investment in Retail is of limited risk: Even in the short-to-medium term, 75% of Retail advertising campaigns – and 94% of TV campaigns – pay back on their investment.
  • TV drives short-term profit for Financial Services brands, while out of home and TV have the highest long-term multiplier....

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