How can advertising be used to deliver long term growth?

Most advertising doesn’t pay for itself in the short term. So, at a time when marketers are under ever increasing pressure to justify expenditure, it’s important to understand the potential of advertising to deliver long term sales growth.

How can advertising be used to deliver long term growth?

THE VALUE OF TAKING THE LONGER TERM VIEW

In one campaign for a major multinational client, the long term return per GRP from the brand's advertising was calculated to be almost six times the short...

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