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The Long and the Short of It

Balancing Short and Long-Term Marketing Strategies
Les Binet & Peter Field

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"Masterful, The Long and the Short of It [should] be your bible." Jeremy Bullmore, Non-Executive Director, WPP, 2015

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 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.

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.

Related Press:

Laurence Green, a co-founder of 101, explains why he is weary of the "real-time" juggernaut.


"This is one publication that every marketer should have read.”
Martin Weigel, Head of Planning, Wieden Kennedy Amsterdam

“Les Binet and Peter Field are Godfathers of advertising effectiveness. Their studies with the IPA have re-shaped the industry’s understanding of how advertising works.”
Lindsey Clay, Managing Director, Thinkbox

“It’s one of the most useful contributions ever to an understanding of brands and brand promotion. What Binet and Field have done is to demonstrate with hard evidence that…there are vital distinctions to be made: in the kind of themes and in the kind of schemes that are likely to do more good than harm” Jeremy Bullmore

Last updated 20/11/2017

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