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...