Items related to Advertising Works: No 9
About the Author
Gary Duckworth is Chairman of Duckworth, Finn, Grubb, Waters. DFGW's clients include Daewoo Cars, Toshiba, Anheuser-Busch and the Health Education Authority (Anti-Drugs Campaign). Their client Daiwoo Cars was Campaign's Advertiser of the Year in 1995 and was the durables category winner in the 1996 ITV Marketing Awards.
Gary Duckworth began his career in 1976 at BBMP DDB after graduating in Politics, Philosophy & Economics from St John's College, Oxford.
He is an IPA Council Member and has been a member of the Advertising Effectiveness committee in his capacity as Convenor of Judges. He is also author of the IPA Best Practice Guide on Effective Food Advertising.
From the Inside Flap
The Ninth Advertising Effectiveness Awards, organized by the Institute of Practitioners in Advertising in 1996, again asked advertisers and agencies to demonstrate how to plan an advertising campaign and how to evaluate the results. Entries were called for in three categories: new brands or advertisers; new campaigns for previously advertised brands, and advertising over the longer term. Five special prizes were awarded: integration with other marketing tools; direct response; limited budgets; European (multi-country) campaigns and innovative thinking. The cases in this volume include both the category and special prize winners.
The IPA's biennial competitions have established that the contribution of advertising to commercial success can be evaluated. The 20 case histories in this book clearly show that advertising can be proved to work against measurable criteria and that it is a serious commercial investment which increases the profitability of products and services.
The papers cover the following goods, services and campaigns:
* BT Consumer
* Orange
* Daiwoo
* Frizzell
* BBC Education
* Reebok
* Walker's Crisps
* Safeway
* BT Business
* Murphy's
* AA
* Barclaycard
* Gold Blend
* Stella Artols
* Philadelphia
* I Can't Believe It's Not Butter
* Renault Clio
* De Beers
* Ross Harper
"About this title" may belong to another edition of this title.
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Advertising Works: No 9
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Advertising Works: No 9
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McGraw-Hill Contemporary, 1997
ISBN 10: 1899314601
ISBN 13: 9781899314607
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