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Brands Are Thinking Too Short-Term, IPA Reports

Too many brands are taking a short-term view on effectiveness says a report from the IPA. The research, based on analysis of case studies entered into the IPA’s Effectiveness Awards, found that while the optimum campaigns have a 60:40 ratio of long-term brand building versus short-term sales activation, few campaigns are adhering to this.

Read the whole story at Marketing Week »

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