​Many advertising campaigns provide a good ROI thanks to the short-term effect alone. Even campaigns that don’t pay back in the short-term might still be a good investment if the long-term effect is large enough. The challenge for marketers is that it can take 3-12 months (sometimes more) before the long-term effect can be measured accurately, even with the most sophisticated econometric modelling. The decision about whether to continue investing in a campaign may need to be made before the supporting sale data is available. If so, copy test and brand tracking data can be used to guide the decision in the meantime.

What to learn more? Try asking Virtual Dan White.