How to balance long-term and short-term strategies

This article highlights some of the findings and recommendations from The Long and Short of It, a new IPA study authored by Les Binet and Peter Field that provides evidence-based recommendations for businesses on how best to approach investment in advertising, particularly the challenge of balancing short-term sales improvement with long-term brand success.

How to balance long-term and short-term strategies

Les Binet and Peter Field

One of the biggest challenges for marketers is balancing the need for short-term sales improvement with long-term brand success.

Our previous research has shown that campaigns th

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