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3min chapter
Proving the link between advertising and profit
The WARC Podcast
Short-Term vs Long-Term Media Mix Modeling: A Critical Insight
This chapter explores the differences between short-term and long-term media mix modeling, stressing the importance of recognizing the delayed effects of advertising on brand investments. It highlights that significant advertising payback, up to 60%, can occur months after a campaign begins, urging marketers to align their expectations with long-term brand health metrics.
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