Evaluating Advertising Results in Short Term and Long Term
Why Measuring Advertising Performance Matters Small‑business owners often launch a new campaign and expect an immediate sales boost. In reality, advertising works on two timelines: Short‑term impact: clicks, leads, and first‑time purchases. Long‑term impact: brand awareness, customer loyalty, and lifetime value. Understanding both horizons helps you avoid premature changes that can damage brand equity. Short‑Term … Read more