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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.

Why going viral is not enough: the shape of effective social media campaigns

This article looks at how successful social media campaigns can be more accurately distinguished from popular but ineffective campaigns.

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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