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Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability

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Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability (Paperback)

by Les Binet (Author), Peter Field (Author)

5.0 out of 5 stars See all reviews (1 customer review)

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Product details

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.co.uk Sales Rank: 358,498 in Books (See Bestsellers in Books)

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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."

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."

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1 of 1 people found the following review helpful:

5.0 out of 5 stars Essential Planner 's Library , 15 Feb 2008

By	Merry Baskin (Cirencester UK) - See all my reviews

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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