Summary
As the distinction between 'above the line' and 'below the line' becomes increasingly less distinct, Jane Asscher champions brand response activities that combine both, citing the power of 'doing' combined with 'thinking' and 'feeling', and applying William James' 'as if' principle to behavioural psychology. 'The 'As if' principle argues that 'doing' precedes 'feeling' and 'thinking' and behaving 'As if' induces the relevant feeling: an action instigated with conscious attention, can evoke an emotion that has no sense of voluntary control. This self-reinforcing feedback loop can make existing users more favourable to their usual brand.

Summary
This presentation discusses research using the IPA Databank of case studies, identifying drivers of effectiveness over the short and long term. This is a crucial issue for marketers, as short and long term effects are different - and short and long term optimised strategies achieve different results. Among the findings are that both pre-testing and real-time evaluation promotes short-term success but reduces long term effectiveness. Instead, the authors recommend that short term metrics need to be balanced by long term metrics such as price sensitivity and emotional brand equity.

Summary
This report summarises the launch presentation of 'Advertising Effectiveness: The long and short of it' by Les Binet and Peter Field, which is an update of their seminal 2007 research, 'Marketing in the Era of Accountability'. In their joint keynote, Field and Binet focused on the difference between short and long-term advertising in terms of effectiveness and efficiency, offered insights into optimum channel choice and delved into the psychology of both forms of marketing. Leading industry figures also presented award-winning IPA case studies illustrating the principles encompassed in the findings, including campaigns from Which?, the consumer comparisons publication, Aldi, the discount supermarket, and John Lewis, the retailer.

Summary
This briefing offers an overview of the history, theories and key trends related to Short-term Impact.

Summary
The majority of campaigns that win IPA Effectiveness Awards are proven to pay back over a three- to five- year period. However Nigel Gilbert, the former Marketing Director of Lloyds Banking Group, knows there's increasing pressure from shareholders to improve the speed, effectiveness and payback of marketing expenditure, particularly given the difficult economic climate. Yet he takes pleasure in that there is much to be learnt from the winning campaigns of the 2010 IPA Effectiveness Awards as they prove advertising campaigns have the potential to provide strong payback in the short-term, as well as the long-term. The campaigns which he cites as evidence of this are from food brand Heinz, car manufacturer Audi, credit card provider Barclaycard, Sainsbury's supermarket, charity Remember a Charity, the government's Department of Health and Lloyds TSB bank.

Summary
David Golding, the Convenor of the Judges for the 30th IPA Effectiveness Awards, argues that all the major trends of the last three decades of advertising can be found in the winning IPA campaigns of 2010, but these new campaigns benefit from the new opportunities given by social media and the increasing ability to track consumer behaviour. The trends he explores include the ability for campaigns to achieve long-term and short-term effectiveness respectively, using multiple communication channels and the power of big ideas in advertising. Featured campaigns from the 2010 awards include those from HSBC bank, Cadbury's chocolate bar Wispa and telecommunications company O2 with direct comparisons to previous winning campaigns from the last 30 years including tea brand PG Tips, airline Virgin Atlantic and whiskey manufacturer Johnny Walker.

Summary
This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of ROI benchmarks.

Summary
Market turbulence and consumers’ ever-changing needs are forcing marketers to ‘speed up’. Consumers are focused on reducing personal debt, rather than buying new goods. Accountants are in charge of the marketing budgets, with a strong focus on instantaneous ROI and cash generative activities. But for businesses that can be very quick to market, there are still opportunities. For example, Lastminute.com launched a promotion for £5 theatre tickets on Thursdays. This not only produced a huge spike in sales while the cheap tickets were available, but also an overall sales uplift after they had sold out. Instant response to market and consumer changes is the way forward.

Summary
Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is the largest contributor toward effectiveness. This article shares the foundations for these generalizations as well as more current examples that use Project Apollo data, based on the AdImpact metric (described). Other findings from the Apollo data, which are new, are that multiple brands with many sub-brands may achieve very different results from their sub-brand campaigns, and that advertising environments such as TV programme genres also make a difference. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.

Summary
This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without experimental controls. From very different approaches, two common findings emerge: a) if advertising is to be sales effective in the long term, it must first work in the short term, b) advertising typically has a half-life of three to four weeks. For scheduling, a continuity strategy appears preferable. There may be conditions under which bursting is more appropriate, but these circumstances are not yet at all well documented. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.