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?


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 term return. The short term return (over the first eight weeks) was small; not enough to justify continued investment. But when we add in the extra returns, generated after the first eight weeks, the picture becomes far more positive:

Long-term modeling case history total return/GRP

In general the ratio of long term sales to the...

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