Advertising Works 13 - Hardcover

Alison Hoad

Hardcover

ISBN 10: 1841161691 ISBN 13: 9781841161693

Publisher: World Advertising research center and Institute of Practitioners in Advertising, 2005

Synopsis

The secrets of winning campaigns Advertising Works 13 is the story of how major organisations have become more successful through effective marketing communications. The book contains 19 case studies of campaigns that won prizes at the IPA's 2004 Effectiveness Awards, the industry's most prestigious competition. Each case study describes the objectives of the campaign, its planning, strategy and execution. The results of the campaign and its effect on sales or behaviour are quantified and analysed. Most case studies contain a wealth of supporting data about the brand and its market. The case studies are immensely valuable for agencies and their clients. They prove the value of investing in communications, show 'best practice' in action and provide inspiration for tackling a wide range of analogous marketing problems. The 2004 winners also provide a strong message about the value of integration. They demonstrate, beyond doubt, that fully integrated campaigns out-perform those that use advertising alone. For anyone wanting to understand how effective communications can transform business fortunes, this book is a goldmine.

Edition details

• Publisher: World Advertising research center and Institute of Practitioners in Advertising
• Publication date: 2005
• ISBN 10: 1841161691
• ISBN 13: 9781841161693
• Binding: Hardcover
• Language: English
• Number of pages: 606
• Editor: Alison Hoad