When analyzing outcomes of advertising or IMC programs, the temptation sometimes arises to overemphasize short-term outcomes, without considering the longer-term impact of a campaign or marketing program.
The most immediate effects over which individual organizations have the most direct control are referred to as short-term outcomes. As a result, these results may be more suited to performance management in specific organizations.
Short-term consequences can be seen nearly immediately after participation; mid-term outcomes can take months or years to develop and often lead to long-term outcomes. Long-term outcomes, often known as impacts, are the long-term effects of a program. The mid-term results indicate changes in the beneficiaries' behavior, lifestyle, or decision-making. Specific changes in knowledge, resources, skills, and capacities are referred to as short-term outcomes.
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