TY - JOUR T1 - Empirical Generalizations about Advertising Campaign Success JF - Journal of Advertising Research JO - J Advert Res SP - 130 LP - 133 DO - 10.2501/S0021849909090163 VL - 49 IS - 2 AU - Les Binet AU - Peter Field Y1 - 2009/06/01 UR - http://www.journalofadvertisingresearch.com/content/49/2/130.abstract N2 - An analysis of 880 IPA Effectiveness Awards cases suggests that the following strategies increase advertising effectiveness in terms of sales and profit performance: focusing on “hard” objectives;focusing on price, not volume;focusing on penetration, not loyalty;influencing consumers on an emotional, rather than rational level;creating “talk value”;having a high SOV relative to market share;including TV in the media mix;using a small number of channels in concert. These results, which generalize across a variety of conditions, suggest that much common practice in advertising is suboptimal. ER -