Overview of Marketing in the Era of Accountability

The IPA Effectiveness Awards are well known for being the world’s most rigorous effectiveness awards scheme, which has enabled the IPA to build up a huge database of information on the factors that make marketing work.

Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Overview

Les Binet, DDB Matrix & Peter Field, Marketing Consultant

Contents

  1. Executive Summary, Introduction, Conclusions and References
  2. Briefing
  3. Budget Setting
  4. Communications Strategy
  5. Media Strategy
  6. Measurement
  7. Payback and Remuneration

Executive summary

The IPA Effectiveness Awards are well known for being the world’s most rigorous effectiveness awards scheme. What is less well known is that the competition has enabled the IPA to build up a huge database of confidential information on the factors that make marketing work. This publication outlines an analysis of that...

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