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Key reading

Binet and Field

Balancing long- and short-term strategies

This paper presents some of the findings and recommendations from The Long and Short of It, a study from Les Binet and Peter Field that provides evidence-based recommendations for businesses on how best to approach investment in advertising. It focuses on balancing short-term sales improvement with long-term brand success.
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Measuring long-term ad effects: A meaningfully different approach

The case for evaluating advertising based on long-term effects and suggests appropriate methods.

Some well-established patterns of short-term effects

An analysis of single-source data showing that advertising has a pronounced short-term effect on sales.

The case for long-term advertising

How econometric modelling can be used to substantiate long-term sales effects from advertising.

Latest articles

MediaCom and Thinkbox on using TV for long and short-term effects

This event report discusses results from research undertaken by Thinkbox and MediaCom that aimed to uncover the online and offline drivers of sales for direct response ads.

Viewpoint: Advertising needs rats, not tails

This viewpoint discusses the need for balanced metrics to combat the rise of short-termism and provide a better analysis of campaign success.

The Reach and ROI of Mobile and TV

This paper explains how GfK developed a cross-media measurement tool to compare the impact of TV and Facebook ads on sales.

Conceptual closure: The impact of event boundaries on long-term memory encoding and advertising effectiveness

This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.

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