The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies
Binet, Les/ Field, Peter
ISBN 10: 085294134X ISBN 13: 9780852941348
Published by Institute of Practitioners in Advertising, 2013
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Paperback
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Revaluation Books, Exeter, United Kingdom
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About this Item
Description:
82 pages. 11.69x8.27x0.04 inches. In Stock. Seller Inventory # __085294134X
Synopsis:
This publication is the eagerly anticipated update of Marketing in the Era of Accountability, examining the impact of timescales of effect, exploring the tension between long and short-term strategies for brands and businesses as well as providing evidence-based recommendations on how best to approach investment in advertising. Les Binet and Peter Field return to explore a vital new 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. Increasingly, there is a tendency to use very short-term online metrics as primary performance measures and this has dangerous implications for long-term success. Anyone involved in the complex world of multi-channel campaign development and evaluation needs to have a clear understanding of how short-term and long-term effects are different.
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Bibliographic Details
Title: The Long and the Short of it: Balancing ...
Publisher: Institute of Practitioners in Advertising
Publication Date: 2013
Binding: Paperback
Condition: Brand New
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