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.