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Effectiveness in Context

Building on IPA Databank (the Institute of Practitioners in Advertising - UK)) reports which identified what makes for effective, long-term marketing, the authors show how successful marketing strategy is shaped by the context in which brands and businesses operate.
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Effectiveness in Context
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The long and the short of it: Balancing Short and Long-Terms Marketing Strategies
Les Binet, Peter Field

The long and the short of it: Balancing Short and Long-Terms Marketing Strategies

Les Binet and Peter Field explore a vital new area: how campaign results develop over time. This report focuses on a growing tension that exists between short-term response activity and long-term brand-building.