RT Journal Article
SR Electronic
T1 Empirical Generalizations about Advertising Campaign Success
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 130
OP 133
DO 10.2501/S0021849909090163
VO 49
IS 2
A1 Les Binet
A1 Peter Field
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/130.abstract
AB 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.