- Les Binet and Peter Field have shown that the optimum split in marketing investment is 60% for long-term brand building and 40% for short-term activation; this, however, can vary by category and lifestage.
- The most profitable and successful campaigns support both volume (through short-term activation) and price (through long-term brand building, but the optimum balance of spend varies between categories).
- Econometric modelling can measure the impact of short- and medium-term effects (over weeks and months), though models are evolving.
- Brand equity modelling combines econometrics with pathways modelling, which allows advertisers to understand which...
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