Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
IPA Effeectiveness Analysis

IPA Effeectiveness Analysis

Ratings: (0)|Views: 1,132 |Likes:
Published by Tom Saunter

More info:

Published by: Tom Saunter on May 19, 2009
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less





Advertising Success:
Lessons from the IPA Awards

Les Binet
European Director
DDB Matrix

\u201cMarketing in the era of accountability\u201d
by Les Binet and Peter Field
\u2022Which strategies work best in hard business terms?
Which metrics best predict success?
\u2022Research based on analysis of the IPA dataBANK.

Largest ever meta-analysis (880 case studies).
\u2022Effectiveness measured in terms of business results, not prizes.
\u2022Key metric: Effectiveness Success Rate. % cases showing very

large effects on a range of business metrics, from sales to profit.
\u2022Conclusions: Some strategies work better than others. Much
common wisdom is wrong. Much common practise is inefficient.
Campaign objectives

Activity (10)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Nicolas Moerman liked this
Sean Batemano liked this
Doug Kleeman liked this
Mark Lester liked this
Mark Lester liked this
Mark Lester liked this
Mark Lester liked this
Meridian0521 liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->