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.


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This article was first published in Admap magazine, February 2014 ©Warc