Warc Briefing: Short-term Impact

This briefing offers an overview of the history, theories and key trends related to Short-term Impact.

Warc Briefing: Short-term Impact

Definition:Communication effects achieved in key performance indicators within three to six months of a campaign launch.

Quick facts

  • The average three-month return on marketing is 1.09:1, according to Nielsen Analytic Consulting.i
  • Both recall and persuasion also peak quickly – 81% of all campaigns tracked have peaked by 850 GRPs (gross ratings points) and within 12 weeks from start of airing.ii
  • Promotional activity is at record levels in many geographies and industries. Some soft drinks brands routinely attribute more than 80% of their volume sales to some kind of promotion.iii

History and outlook...

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