Page 31 - TAM Review 2019

CHART 1:

Marketing works in two ways, Sales Activation &
Brand Building

Many marketers assume that, if you look after the short

term, the long term will look after itself. This chart

explains why this is dangerously wrong. The key is to
understand that marketing works in two very different

ways. Binet & Field research tells us that sales activation

aims to get an immediate behavioural response.
Activation is good for short-term selling, and ROIs can

be high. But the effects don’t last long, and do little to

foster long-term growth.

Brand activity creates long-term memories, associations

and habits which influence consumers for years to come.
This is a harder job, requiring repeated exposure, but

the effects last longer and accumulate over time to drive

growth and long-term profit. 9
1

Businesses need both. They need brand activity to create

demand, and they need activation to convert demand Review 20

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