WHY AREN’T WE DOING THIS? How long term brand building drives profitability. Peter Field.
Copyright © 2018 Peter Field and the Commercial. Communications Council



News Media:

Trust – Newspaper Ads are twice as trusted as online ads:
ThinkTV AdNation Study, 2017


Premium Digital:


Broad – Targeting the whole market achieves twice the profit of just targeting existing customers:
The long and short of it – Binet & Field 2013

Emotion – Emotional Advertising is twice as effective as rational messages:
IPA Databank, 1998-2016 cases

Long-Term – Long-Term campaigns are twice as likely to deliver large profit growth:
IPA Databank, 2014-2016 cases (June 18, 2018) (October 8, 2018) 

The Power of Advertising

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