DIGITAL COPY: Includes PDF & Kindle/EPUB versionPhysical/printed books available from mid-August. ------------ Most advertising is measured on how well it converts the small group of customers ready to buy today. But growth doesn’t come from chasing what’s visible. It comes from building demand among the far larger group who aren’t in-market yet. In Future Demand, James Hurman distils decades of effectiveness research into a practical framework for turning advertising into compounding commercial advantage. This book challenges the short-term obsession with optimisation and shows what actually drives sales, share, and profit over time. Inside, you’ll learn: • Why short-term conversion is only part of the growth equation • How familiarity, reach and emotion create future buyers • How to balance brand and activation without wasting budget • How to measure what really predicts long-term performance If you care about predictable growth and building a brand that wins beyond the next quarter this book will change how you think about advertising and how you operate as a marketer.
