Many marketers have neglected the importance of long-term advertising due to the rise of hyper-targeted marketing and tech-driven tactics. This presentation provides ample evidence that long-term advertising pays off tremendously, especially for market share growth.
The obvious but often-overlooked takeaway is: We need a balance of short and long-term marketing.
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References:
Slides 27-29: Binet, L., & Field, P. (2013). The long and the short of it: Balancing short and long-term marketing strategies. Institute of Practitioners in Advertising.
Slides 32-33: Kantar. (2019). Mastering Momentum. Retrieved from http://www.millwardbrown.com/BrandGuidance/mastering-momentum/
Slides 36-37: Sharp, B. (2016). How brands grow. Oxford University Press.
Slide 45: Moore, G. A., & McKenna, R. (1999). Crossing the chasm.
Slide 48: Byzalov, D., & Shachar, R. (2004). The risk reduction role of advertising. Quantitative Marketing and Economics, 2(4), 283-320.
Slide 55: Keller, E., & Fay, B. (2009). The role of advertising in word of mouth (p. 156). Journal of Advertising Research, 49(2), 154-158.
Slide 59: Blank, S. (2013). The four steps to the epiphany. K & S Ranch.
Head icon by Naveen from the Noun Project
six pack icon by leo-graph.com from the Noun Project
Cover image from http://www.welovefitness.eu/item.php?id=2303
Author's pic by AIC.
