How to balance long-term and short-term strategies
Les Binet and Peter Field
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 that...
