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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.
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Vol 49 Issue 2
