Advertising Works 14: Proving the Effectiveness of Marketing Communications [Illustrated] (Hardcover)

The case studies are the main prize winners at the IPA’s Effectiveness Awards 2005, the prestigious new competition for UK agencies with incomes up to £20 million. This scheme runs in alternate years to the IPA’s original and highly regarded biennial awards.

Like previous IPA Effectiveness Awards, each case study describes the objectives of the campaign, its strategy, media thinking and execution. The results of the campaign and its effect on sales or behaviour are quantified and analysed. A wealth of valuable data about the brand and its market is provided.

The case studies provide ideas for tackling a variety of objectives, product categories and target audiences. They show ‘best practice’ in action and prove the value of investing in communications.

Above all, Advertising Works 14 is a fascinating collection of case studies that prove that, even with a modest budget, communications can have dramatic effects on consumer behaviour and business fortunes. Small is beautiful. This book shows that it can be profitable too.

Advertising Works 14 also comes with a free DVD produced by Xtreme Information, that contains over 150 examples of creative from the winning campaigns. These include TV commercials, press, outdoor, radio and ambient advertising, as well as other communications. The DVD completes the package, allowing you to view the ads alongside the case studies in the book.

From the Inside Flap
The IPA Effectiveness Awards celebrate more than powerful communications. This selection of winning case studies demonstrates versatile and creative thinking that can engage the public consciousness beyond short-term advertising effects.

The 23 campaigns documented are drawn from an impressive range of disciplines and are as individual in their goals as their means of achieving them. They provide insights for successful planning and implementation, proving that there is no single ‘magic formula’ for reaching marketing objectives.

Most of all, the case studies are grounded in facts: methodical research, tracking and evaluation. For this reason, the collection forms an indispensable guide to integrated campaign management.

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