Roderick White, Editor - Admap
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
explain how the phrase `ROI' is abused by most people who utter it and how,
precisely, something can be done about it."
Book Description
This is not another 'theory' book.
It is a practical report about effective marketing, revealing the
findings of research into 880 brands to discover the factors which separate
success from failure.
It marshals market and campaign data to identify the practices and
metrics that truly increase profitability.
It is widely accepted that the case studies submitted to the IPA
Effectiveness Awards are the most rigorous available. What is less well
known is that the competition has enabled the IPA to build a separate
database of confidential data about brands, their market situations,
campaigns and results.
This objective, comparable data is immensely valuable because it
observes the conditions of proven, effective campaigns. This publication
contains the first full analysis of this data.
Based on a sample of 880 campaigns, Marketing in the Era of
Accountability not only reveals factors that make marketing profitable, but
also exposes practices and myths that lead to waste and inefficiency.
The report provides authoritative answers to questions such as:
* How should the marketing budget be set?
* Which business goals make the best campaign objectives?
* Is it better to focus on loyalty or penetration?
* Do rational or emotional messages work best?
* Is pre-testing worthwhile?
* Does a surround-sound media strategy actually work?
* Is television becoming less effective?
* Which are the most useful marketing metrics?
The findings in this report are so powerful because the analysis is
entirely evidence-based - there are no unsubstantiated opinions or
theories. Building on this empirical foundation, the report provides dozens
of detailed recommendations and best practices covering every stage of
campaign development and evaluation.
There are of course no `off-the-shelf' solutions to a successful
marketing strategy. But this report reveals proven success factors that can
be adopted in virtually any product category.
Marketing in the Era of Accountability is a rare example of a truly
landmark publication. No advertiser or agency can afford to ignore it.
About the Author
Les Binet heads DDB Matrix, DDB London's in-house
econometrics consultancy. He has worked for clients including Unilever,
Heinz, Nestlé, Volkswagen, Kraft, Sony, AXA and Anheuser Busch. Les has won
more IPA Effectiveness Awards than any individual in the history of the
competition and helped design the IPA dataBANK.
Peter Field led the account planning departments at Bates and Grey
before becoming a marketing consultant. He also runs the Express Train
training partnership and helped establish Eatbigfish, the challenger brand
consultancy. Peter set up the IPA dataBANK and has written widely on
learning from the case studies.
