The core argument that underpins a lot of the research undertaken by Field and Binet is simple: lured by the promise of fast results from digital media advertising, many companies have shifted money from brand-building advertising to sales activation-based advertising.

As a result of what the duo describes as “the orgy of short-sightedness”, too many marketers have made the mistake of moving dollars away from brand-building media. That is a mistake. It makes their advertising less effective. It makes it harder to achieve enduring growth.

Field’s analysis of 146 case studies from the IPA’s effectiveness awards clearly demonstrates that print and digital news brands fuel key business results, including growth in revenue, profits, market share, brand loyalty and customer acquisition.

Field says: “In a disruptive media environment, this latest analysis shows that news brands continue to play a significant role in today’s media mix to ensure long-term brand success. The results cement the continued importance of focusing on long-term brand building and meaningful results, rather than purely short-term activations.”

Yes, I’m biased as I work for a news company. And, yes, Field has consulted to News Corp Australia. But that doesn’t make his conclusions any less valid or important. The simple fact is that some marketers are ignoring the power of brand-building media – and they are paying the price.

According to Field’s analysis, ad campaigns that use print and digital together are almost three times more effective than using just one platform. Moreover, the impact of using both increases over time.

His research shows that campaigns using multi-platform news brands are 50 per cent more likely to drive customer acquisition than campaigns that don’t use multi-platform news brands, and over three times more likely to deliver an increase in customer loyalty.

These results lead to sustained growth, with campaigns that include both print and digital news brands 37 per cent more likely to deliver market share growth and 58 per cent more likely to drive profit. Campaigns that use both news brands are also 9 per cent more likely to drive sales and twice as likely to lead to a reduction in consumers’ price sensitivity.

Print and digital news brands are also an effective multiplier for other media. News brands make television advertising 66 per cent more effective, online display ads 36 per cent more effective, social media more than twice as effective and online video 81 per cent more effective at delivering “very large” business results.

Of course, no advertising medium exists in isolation or is used in isolation. Marketers are not going to ditch digital media and no one is arguing that they should. The key is striking the right balance between brand-building media and media that delivers short-term spikes.

Field argues, for example, that adding digital news brands and television to an online display ad campaign increases its effectiveness by 82 per cent. “One of the simplest ways to improve the business effectiveness of online digital display is to include digital news brands: they provide a quality, profitable environment,” Field says.

Note the use of the word “profitable”. At the end of the day, increasing profit is the goal of every marketer. That can’t be done with short-term thinking and short-term action. It can only be achieved with the right balance of long-term brand-building advertising and short-term, tactical advertising.