Measuring & Improving the Long-Term Impact

Practitioner White Paper:

What Is Known About the Long-Term Impact of Advertising

Dominique Hanssens, PhD

The Long-Term Project was undertaken by MASB to help improve fact-based marketing resource allocation through better understanding of the short- and long-term impact of advertising. The resulting paper examines both consumer response and corporate behavior to demonstrate how long-term impact builds up. The findings are illustrated with examples for major brands. The result: a better understanding of ways to measure, forecast and improve the long-term impact of advertising, as well as clear direction for business application and improving financial return.

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