spectacles-their uses and abuses in long and short sightedness 1850
General:
Name: spectacles-their uses and abuses in long and short sightedness 1850
Format: pdf
Size: 9.45 MB
Book:
Title: Spectacles: their uses and abuses in long and short sightedness; and the pathological conditions resulting from their irrational employment.
Author: Sichel, J. (Jules), 1802-1868
Language: angielski
Year: 2013
Subjects: N/A
Publisher: Wydawnictwo: Institute of Practitioners in Advertising
ISBN: 085294134
Total pages: 216
Description:
This publication is the eagerly anticipated update of Marketing in the Era of Accountability, examining the impact of timescales of effect, exploring the tension between long and short-term strategies for brands and businesses as well as providing evidence-based recommendations on how best to approach investment in advertising. Les Binet and Peter Field return to explore a vital new area: how campaign results develop over time. This report focuses on a growing tension that exists between short-term response activity and long-term brand-building. Increasingly, there is a tendency to use very short-term online metrics as primary performance measures and this has dangerous implications for long-term success. Anyone involved in the complex world of multi-channel campaign development and evaluation needs to have a clear understanding of how short-term and long-term effects are different.
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