Effectiveness in Context: A Manual for Brand Building - Softcover

Les Binet; Peter Field

Softcover

ISBN 10: 0852941455 ISBN 13: 9780852941454

Publisher: Institute of Practitioners in Advertising, 2018

Synopsis

This newest IPA report by the marketing experts, Les Binet and Peter Field, uses evidence from hundreds of Effectiveness Awards case histories collated in the IPA Databank, to show how successful marketing strategy is shaped by the context in which brands and businesses operate. Building on previous IPA Databank reports which identified what makes for effective, long-term marketing, the authors show how marketers can adapt some general principles to the particular context of their brands. It is part of a series of reports on Marketing Effectiveness in the Digital Era, and builds on the launch of the IPA's cross-industry EffWorks initiative (www.effwords.co.uk). The previous report, Media in Focus (IPA, 2017), updated the media-related findings of two earlier IPA Databank analyses: The Long and the Short of It, (IPA 2013) and Marketing in the Era of Accountability (WARC 2007).

Edition details

• Publisher: Institute of Practitioners in Advertising
• Publication date: 2018
• ISBN 10: 0852941455
• ISBN 13: 9780852941454
• Binding: Paperback
• Language: English