Striking the Right Balance: Image vs. Performance Marketing

Sascha Stürze (), Markus Hoyer (), Claudio Righetti () and Matthias Rasztar ()
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Sascha Stürze: Analyx GmbH
Markus Hoyer: Analyx GmbH
Claudio Righetti: Analyx GmbH
Matthias Rasztar: Dr. August Oetker Nahrungsmittel KG

Chapter 4 in Agile Marketing Performance Management, 2022, pp 25-39 from Springer

Abstract: Abstract A direct implication of the fact that marketing investments have short-term and long-term effects is the question of the right budget allocation between these two essential objectives of marketing: Direct sales activation (= performance advertising) vs. Branding (=image advertising) for delayed but long-lasting sales activation. But is the “vs.” justified anymore?

Date: 2022
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DOI: 10.1007/978-3-658-38053-3_4

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