references/theories/long-short-effects.md

# Long and Short Marketing Effects

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Short-term response metrics dominate decisions.

## Mechanism

Balance demand capture with memory-building and broader reach based on time horizon.

## Applied marketing use

Allocate objectives, creative, media, and metrics by horizon.

## Failure modes

- Applying a fixed budget ratio across categories and stages.

## Counterweights

- `scientific-advertising`

## Sources

- `source:binet-field-long-short`