‘Marketers invest too much in short-term sales comms’

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 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.
On average, 47% of a comms budget is now spent on short-term activation