references/schools/marketing-effectiveness.md

# Marketing Effectiveness

## Core idea

Balance immediate response and longer-horizon effects; evaluate marketing through business outcomes.

## Figures

- `les-binet`
- `peter-field`

## Use when

- The decision matches the mechanism this school is designed to explain.
- The school can materially change diagnosis, choice, or measurement.

## Applied theories

- `long-short-effects`

## Boundaries

- Treat this school as one lens, not a universal operating doctrine.
- Compare with counterweights when growth horizon, category maturity, economics, or evidence point elsewhere.