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Empirical Generalizations about Advertising Campaign Success

2009; Advertising Research Foundation; Volume: 49; Issue: 2 Linguagem: Inglês

10.2501/s0021849909090163

1740-1909

Les Binet, Peter Field,

Digital Marketing and Social Media

ABSTRACT 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.