- Paperback: 128 pages
- Publisher: World Advertising Research Center (21 May 2007)
- Language English
- ISBN-10: 1841161985
- ISBN-13: 978-1841161983
- Product Dimensions: 29.2 x 20.6 x 1 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 161,106 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Roderick White, Editor - Admap
"Since I saw a taste of the data presented at an Admap conference,
I've been waiting for the full story. It's well worth the wait: this is a
really compelling analysis that every marketing and ad executive should
read."
I've been waiting for the full story. It's well worth the wait: this is a
really compelling analysis that every marketing and ad executive should
read."
Andrew Green, Director of Strategic Insights - ZenithOptimedia
"The authors have hit all the right buttons with this book. They
explain how the phrase `ROI' is abused by most people who utter it and how,
precisely, something can be done about it."
explain how the phrase `ROI' is abused by most people who utter it and how,
precisely, something can be done about it."
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Essential Planner 's Library,
By Merry Baskin (Cirencester UK) - See all my reviews
This review is from: Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability (Paperback)
A while back I attended a WARC conference on Brand Engagement, at which Les Binet of DDB was a speaker. Les and Peter Field had just completed this rigorous analysis of the 880 IPA Advertising Effectiveness case studies (submitted to the awards over its 25 year history) into the factors that make marketing profitable and highlighting some of the practices that make for greater efficiency. Such a meta-analysis makes for some powerfully informative and instructive reading, and challenges many of the industry axioms on effectiveness. It sets out some `best practice' templates, not just for award winning entries but for any brand's marketing campaign planning. I found his theme that `much of the accepted wisdom about how marketing works is wrong' particularly jaw dropping. As the authors point out: "A lot of the `rules' are in fact just hypotheses that have never been properly tested, and turn out to be false when they are tested". If you work in marketing communications and measuring effectiveness is one of your responsibilities or interests, then you owe it to your brand/client/agency/career to invest in this book. Plus it has some great fodder for batting the quantitative copy test into the ether. Always a good game.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
5.0 out of 5 stars (1 customer review) 1 of 1 people found the following review helpful:
5.0 out of 5 stars
Cast-iron genius,
By James Mackenzie - Published on Amazon.com
This review is from: Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability (Paperback)
Reading this is like waking up from a long bad dream. "There there, it's all right. Common sense really does exist." So many things that we knew to be true about the way intelligent advertising works, but couldn't prove before. Or at least, not in the same empirical, irrefutable way as businesses' most trusted research consultants have been killing strong work for all these years. Now we finally have charts and graphs of our own, to fight our back to the light. And a good deal of detailed, rigorous evidence, laid out with elegant logic and wonderful clarity. (It's no mean feat to turn something as dense and complex as this analysis into plain English. And where industry terms have to be used, the definitions are so good that they are an education by themselves.) I don't know how I missed it when it was first published in the UK, but this has to be one of the most influential and valuable pieces of research and writing about advertising that I've seen. (And in the last 25 years, I've seen quite a few.)One thing I'd add to Amazon's synopsis is a note on the IPA Effectiveness awards, since it's that database of case studies that forms the basis for this work. If you're in the U.S. and are familiar with the Effies, it's easy to underestimate how tough and rigorous they are. Creativity and good storytelling count for a lot less than a thorough econometric model and a thesis that can withstand expert attack. And even then, the authors excluded a vast swath of ROI datapoints because the entries' published calculations didn't meet their standards of proof. I have to admit, the price made me hesitate. It's a lot for a book. But if you compare it to a report from Forrester or Gartner (or 4 or 5 of their best rolled together), it makes a lot more sense. This isn't a chatty, padded-out, book. It's a serious meta-analysis, rich with hard data, and illuminated with real insight. I don't know how much I'd have to pay for the hours and hours of brilliant minds like these to do this work: but after reading this, I know it would be worth it. The old alchemists of rationality suddenly look a lot more like corporate snake-oil salesmen by comparison - and sloppy ones too. |
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