​Sales modelling has shown that some forms of communication, such as TV, cinema and magazine 'brand development’ advertising, affect sales for an extended period of time, provided they are memorable. This means that focusing only on immediate sales effects would underestimate the value of the activity. In fact, the eventual gain can easily be two to five times greater than the short-term effect. 

Check out 'The Smart Marketing Book' for further details.

What to learn more? Try asking Virtual Dan White.