Advertising returns - the long-term investment plan

Marketers are constantly under pressure to show return on investment (ROI) for all their advertising and sponsorship activity. Most measurement focuses on short-term sales gains, yet the true value of brand communications lies in the return it generates over the long term — building brand loyal customers, bringing new people into the brand and even supercharging other marketing communications. So to what extent do such short-term measures undervalue our efforts?

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