Editorial: The shock of the old

In her editorial for Market Leader Q4 2013, Judie Lannon introduces articles on the short-term effects of digital advertising and the risks of relying too heavily on Big Data.

Editorial: The shock of the old

Judie Lannon

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We are so overwhelmed with newness in the shape of technological possibilities that some old truths can come as a shock. The results of a massive analysis of the IPA database by Les Binet and Peter Field, involving over 1000 cases, have provided very clear guidelines on how to allocate the communications budget between different media. But almost more important than the ratios are the reasons why. Digital advertising provides a short-term hit. It effectively acts as sales promotion – almost invariably based on...

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