About this Book
‘Profit Ability: the business case for advertising’ by Ebiquity and Gain Theory has, for the first time, quantified the impact that different forms of advertising have on the bottom line. Crucially it has done this for both the short term and the longer term, and across a range of sectors.
What emerges is a compelling case for re-thinking how advertising investment should be approached and hard evidence of what businesses can trust to deliver growth. Following a profit-damaging drift to short-termism in marketing, ‘Profit Ability’ swings the spotlight back on to creating shareholder value. It provides industry benchmarks, based on empirical evidence across a substantial range of advertisers, for what businesses can expect advertising to deliver. It shows that advertising – TV in particular – should be used as a powerful investment for growth.
The appendices of the report pull together the findings from Ebiquity and Gain Theory and organise them for those interested in the three specific sectors – FMCG, Retail and Financial Services – for easy reference, and to show how different advertising channels perform for each.
If you’d like us to send you a hard copy of the report as well, just drop a line on [email protected].
- Foreword by Professor Patrick Barwise
- The Authors
- Executive Summary
The short-term impact of advertising
- Background: The Danger of ‘Irresponsible ROI’
- Ebiquity: Data Set & Short-Term Methodology
- Short-Term Findings
The long-term impact of advertising long-term findings
- Long-Term Findings
- Gain Theory: Long-Term Methodology
The total impact of advertising
- Total Profit: Key Findings
- Optimising for the Long Term
- Financial Services
- Media at a Glance
- About Thinkbox
- Further Information and Contacts
Related search terms: Advertising effectiveness, research, ROI, payback, long term, short term, risk, fmcg, retail, financial services, Ebiquity, Gain Theory