Developing the case for marketing and brand investment in the short, medium and long-term, and promoting the benefits to internal and external stakeholders.
Effectiveness in Context is a veritable manual for brand-building, relating theory to practice, built on how people choose and buy brands.
A new scale to plan and evaluate the effectiveness of communications campaigns, uses the metric of ‘Creative Commitment’
Over half of business leaders, including 30% of senior-level marketers, rate their knowledge of brand building as average to very poor, in spite of being responsible for setting marketing objectives across both the short- and long-term, according to the Board-Brand Rift, a report conducted by the FT in partnership with the IPA.
A report written by EffWeek contributors, Peter Field and Les Binet, and launched by the B2B Institute, a think tank funded by LinkedIn, is designed to shed light on the core drivers of effective B2B marketing.
Media in Focus, written by Les Binet and Peter Field, takes the changing media landscape as its focus and addresses, among others, the issues of: Does mass marketing still work? Is tight targeting now the most efficient approach? Is unpaid making paid media redundant?
The business case for advertising by Ebiquity and Gain Theory quantifies the impact that different forms of advertising have on the bottom line. Crucially, it has demonstrated this for both short-term and long-term effects, and across a range of sectors.
The EffWeek conference was a sell-out success again in 2019. We provide a summary for those who couldn’t be there and for those who would like to revisit the presentations.
It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.