Effectiveness-In-Context-banner

Effectiveness in Context: free download

Download

This new publication from Les Binet and Peter Field is the second in a series about Marketing Effectiveness in the Digital Era. As the number of cases providing quantitative evidence for the IPA Databank grows with each successive IPA Effectiveness Awards season, so the learning becomes richer and more nuanced.

Effectiveness in Context is a veritable manual for brand-building, relating theory to practice, built on how people choose and buy brands. It takes the general rules of thumb established in Media in Focus and demonstrates how to apply them according to market category, business model, brand life stage and size. It also identifies some surprising modifications to established best practice. The pioneering work includes three tables of values to help advertisers calculate their optimum brand building to sales activation ratio, budget setting, and target ROMI.

Courtesy of Thinkbox, you can now download Effectiveness in Context for free. You can also purchase the print version from the IPA website.

 

You might also like
Monthly-TV-Report-December-2019

Monthly TV Viewing Report: December 2019

In December adults watched an average of 2 hours, 28 minutes of commercial linear TV each day, Jacqueline Jossa was crowned Queen of the Jungle and our New Years resolutions kicked off with Veganuary

Chart-of-the-month-Jan-2020

January’s Chart of the Month: Optimal media budget mix differs by sector

Being able to break away from using the ‘average’ to more sector specific data can make a huge difference when optimising a brand’s media mix.

Demand-Generator

Demand Generator

The Demand Generator tool, powered by econometrics, helps you maximise business returns from your media investment.