Emarketing and offline ads - what are the short-term effects?
Advertising 'creates long-term branding value'
Wednesday, 28 Oct 2009 15:11
The success of advertising - be it
online marketing or alternative forms of getting a message across to consumers - has been discussed by the Institute of Practitioners in Advertising (IPA) and Admap magazine ahead of the latter's November edition.
According to the IPA, advertising is a valuable tool for
branding over a long-term period "but in tough economic times businesses become more focused on immediate success and in particular short-term sales".
The discussion between Admap and the IPA, which will be detailed in the former's forthcoming publication, revolves around the short-term effects companies should expect from their advertising strategies.
Chief executives, finance directors and marketing directors from the top 100 advertisers in the UK will receive a copy of the magazine, as the IPA will be sending it on once it has been published.
Earlier this month, the IPA and BDO released the Q3 Bellwether Report, which showed that
e-marketing was the only sector of the advertising industry where companies increased their expenditure during the third quarter of 2009.
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