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The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies

4.66  ·  Rating details ·  67 ratings  ·  5 reviews
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 ...more
Paperback, 82 pages
Published June 11th 2013 by Institute of Practitioners in Advertising
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Konstantinos Skianis
Dec 10, 2020 rated it it was amazing
Shelves: _marketing, _business
A fantastic study providing both clear evidence on why you should be focusing both on short and long term marketing campaigns, under a set of best practices and approaches you should have in mind when designing and implementing them.
It is very - very practical, with great and straight-forward graphs and examples depicting the research findings.
We are definitely using it as reference and practical guide in our everyday work as well as on providing factful arguments in critical debates.
Well done
...more
Laura Pugh
Nov 26, 2017 rated it it was amazing
This extended essay is a clear and insightful piece, expanding on 'The Era of Accountability' to examine in greater depth the elements that produce optimum marketing strategies e.g. brand and activation budget splits, prioritising loyalty or customer acquisition, channel choices. A must-read for advertisers and marketers! ...more
Mantas Gudauskas
Jan 09, 2021 rated it really liked it
Authors could explain more specifically (best with examples) what they mean with certain features like fame for example.

Other than that it's interesting research study. Coming from performance marketing background, you start to see that bigger branding campaigns gives you lift in CRs, though because it's hard to measure you ignore it.

But what authors suggest is to use econometrics to track those effects. To define what we mean by brand and brand measurement. To agree on important long term metri
...more
Will Peart
Apr 06, 2018 rated it it was amazing
This must be mandatory reading for all marketers. Dispels myths, confirms common sense and provides evidence of that which is typically very difficult for many marketers to articulate and stand up for... longtermism, the power of emotion, brands and creativity.
Ania
Apr 05, 2020 rated it it was amazing
Recommended to me in work, this book/publication changed the way I perceive marketing and strategies. Hard to start and a lot of data inside, but it is worth it, especially as it dispels myths and provides evidence for doing branding campaigns.

Main takeaways:
1. The campaign effects that occur in the short term are not the same as those that occur over the long term. Although there are no long-term business effects without short-term effects, the reverse is not true: long-term effects are not ju
...more
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