04 FEBRUARY 2014
BUILDING THE CASE FOR LONG-TERM ADVERTISING
Like many investments made in business, the financial return on advertising isn’t always immediate. So advertisers put their faith in the ‘long-term’ benefit to justify the investment. But where is the evidence? Econometrics provides a compelling case for the positive long-term impact of advertising on sales and Data2Decisions’ Paul Dyson and Matt Clary explain why.
This article was first published in Admap magazine, February 2014 ©Warc www.warc.com/admap