How to make marketing effectiveness look long term

Too many brands are taking a short-term view on effectiveness. That is the conclusion of a new report from the IPA released to coincide with its first Effectiveness Week.
The research, based on an analysis of around 500 case studies entered into the IPA’s Effectiveness Awards, was done after many questioned the results of its previous research, which found that the optimum campaigns have a 60:40 ratio of long-term brand building versus short-term sales activation. The critics claimed that