Which kind strategy do you think is ideal?

Basically, my view thinking about marketing and advertising strategies are to be split into two main categories which include long-term and short-term strategies. Short-term strategies are ideal if you are in need to build traffic or sales quickly and  for a set amount of money, you can place, ads or distribute a message that leads to an immediate response , but finite number of new customers who are interested in Long-term strategies, on the other hand, require more investment, both of time and in money.They also usually don’t allow you to see results right away, but over time, their effectiveness grows, ultimately leading to a higher long-term Return on investment and a better capacity to sustain themselves.