Rethinking Ad Investment: Moving Beyond Brand vs Performance Model
6 months ago
Thinkbox Profit Ability has conducted new research that aims to challenge the traditional 'brand vs performance' ad investment model. According to Jane Christian, who works for EssenceMediacom UK, it is suggested to focus on scale efficiency and time for an optimal media mix. The recent research highlights that all media types perform well in both the short and long term. However, some media types have a greater carryover effect than others. Furthermore, it reaffirms that the full impact of adve...
