It is widely agreed that all forms of advertising produce both a short-term effect (lasting c. 12 weeks) - by influencing people who are about to buy the category - and a long-lasting effect (lasting c. 2-3+ years) that works by helping the brand come to mind weeks/months later, when other people are ready to buy the category. The long-lasting effect is typically about 1.5 times the short-term effect.
 
However, different advertising campaigns/channels are better at short- or long-lasting effects. Businesses therefore need to consider both short-term revenue priorities and long-term growth objectives when deciding where and how to invest in advertising.


What to learn more? Try asking Virtual Dan White.