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Investing in Advertising

Brand building requires time and patience.

Hershey Co. just announced its first quarter financials and they show impressive growth in sales and market share gains. Nt coincidentally, they are also a full year into a major advertising push following years of muted spending.

In today’s world, where marketers are looking for – and expecting – immediate returns on investment on their marketing dollars, Hershey provides another example of the importance of taking a longer term view of marketing efforts. Insistence on high targets for click-through rates, numbers of fans/followers, comments, etc., is not the wisest approach for every campaign. Brand building requires time and patience.

Domus is a marketing communications agency based in Philadelphia. For more information, visit us at http://www.domusinc.com.

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