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Advertising effectiveness Selling short and long term campaign Swings and roundabouts
What you lose on the
swings you gain on the roundabouts
- the positive and negative results of a situation or action balance
Carter's steam fair at Eel brook Common, Fulham
This way of thinking is often raised in the tension between arguments for short term and
long term marketing campaigns. It turns out that the best balance is not
Lawrence Green in his think tank marketing piece in Sunday Telegraph’s Business
section 7th April 2013 considered the end game where client/ agency relationships are properly
tested . It is where soft ideas meet hard opinion.
The challenges to an advertisingcreative presentation could well include :-
1.Will it work ?
2.How will it work – How exactly
will it work ?
3.When will it work ?
No 3. Particularly focuses on short term and long term
Carter's Fair at Eel Brook Common
At the current stage of the economic cycle marketers are increasingly
asked to drive for short term sales yet expected to be good custodians of the brand.
A new book to be published next month Advertising
effectiveness - the long and the short
of it weighs up short term and long term campaigns. The authors Les Binet and Peter Field studied the sales and profit performance
of 1000 advertising campaigns over the last 30 years.
According to Green they conclude that long-term campaigns
secure the biggest payback for advertisers and that the sum of a series of
short term campaigns falls appreciably short of the total gain of the long-term
Short term campaigns can generate sales it is true but
driving volume is not usually enough for advertising to pay back because price
effects typically make up more of a contribution than pure sales to brand
Price effects are the most important thing brand building
can do but take time to come through often 3-5 years.
Put simply Profitable Growth will always take time and over
hasty expectations will be disappointed.
Short term initiatives can even harm long-term return on
marketing investment. This is due to the fact that strategies that maximise
short term effectiveness e.g. a price promotion to trigger behavioural change
will typically harm long term effectiveness by increasing the brand’s price
Carter's Steam Fair Eel Brook Common
On the other hand an unremitting focus on long term creation
of brand equitywill have least effect
on short-term sales.
So the authors propose
1.Priority your brand equity plan since it is the
source of profitable growth. Commit 60%of your marketing budget to this and keep your nerve.
2.Find short term activations that flow from that
brand idea rather than undermine it. Commit 40% of your budget to ‘milking’ of
brand equity. Expect immediate but not persistentor profound results