This publication is the eagerly anticipated update of Marketing in the Era of Accountability, examining the impact of timescales of effect, exploring the tension between long and short-term strategies for brands and businesses as well as providing evidence-based recommendations on how best to approach investment in advertising. Les Binet and Peter Field return to explore a vital new area: how campaign results develop over time. This report focuses on a growing tension that exists between short-term response activity and long-term brand-building. Increasingly, there is a tendency to use very short-term online metrics as primary performance measures and this has dangerous implications for long-term success. Anyone involved in the complex world of multi-channel campaign development and evaluation needs to have a clear understanding of how short-term and long-term effects are different.

The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies

Business & Money

Les Binet

Peter Field

Marketing & Sales

Institute of Practitioners in Advertising

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? It also investigates the broader issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy. It is the first part of a new series about Marketing Effectiveness in the Digital Era, produced in association with Google and Thinkbox, and updates the media-related findings of the IPA's two previous analyses of the IPA Databank: Marketing in the Era of Accountability (WARC 2007) and The Long and the Short of It (IPA 2013).

Media in Focus: Marketing Effectiveness in the Digital Era

It is widely accepted that the case studies submitted to the IPA Effectiveness Awards are the most rigorous available. What is less well known is that the competition has enabled the IPA to build a separate database of confidential data about brands, their market situations, campaigns and results. This objective, comparable data is immensely valuable because it observes the conditions of proven, effective campaigns. This publication contains the first full analysis of this data. Based on a sample of 880 campaigns, Marketing in the Era of Accountability not only reveals factors that make marketing profitable, but also exposes practices and myths that lead to waste and inefficiency. The findings in this report are so powerful because the analysis is entirely evidence-based there are no unsubstantiated opinions or theories. Building on this empirical foundation, the report provides dozens of detailed recommendations and best practices covering every stage of campaign development and evaluation. There are of course no off-the-shelf solutions to a successful marketing strategy. But this report reveals proven success factors that can be adopted in virtually any product category.

Marketing in the Era of Accountability

World Advertising Research Renter Ltd

See the best price to sell, buy, or rent books by Les Binet. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Les Binet

See the best price to sell, buy, or rent books by Les Binet. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies

Media in Focus: Marketing Effectiveness in the Digital Era

Marketing in the Era of Accountability