Subject Index
 

This paper analyses papers from the 2007 IPA Effectiveness Awards to discover the lessons they offer about the fundamentals of planning best practice, and which can go on to enhance the bottom-line gr ...

This paper covers two main themes: why clients should look for agencies with effectiveness credentials, and what it takes for an agency embrace an 'effectiveness culture'. Clients want an agency that ...

The UK media landscape has changed substantially over the last 20 years, from the rise of digital television to the worldwide web, mobile phones, social networking, personal video recorders, search ad ...

The myth about creatives is that they are only interested in foreign shoots and winning awards. In reality, however, it is ideas that drive creatives - both in the inception of campaigns, and in the t ...

Advertisers are often too quick to define their campaigns in terms of the size of the available budget, with the typical response to limited resource levels being that the creative will have to 'punch ...

This article is based on the authors' book 'Marketing in the Era of Accountability', in which they analysed 880 advertising case studies from the IPA Awards dataBANK to determine common aspects of eff ...

Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners. Though very diverse ...

Les Binet, European director of DDB Matrix, and marketing consultant Peter Field discuss the measures used to assess effectiveness (doing the right thing) and accountability (being seen to do the righ ...

This article reviews the 2006 IPA Awards from the perspective of how well they demonstrated contribution to profit (return on expenditure). Not all papers demonstrated conclusively that true payback h ...

This article reviews the 2006 IPA Effectiveness Awards, covering a wide range of issues, product/service categories and thinking about media and channels. Examples illustrate: 1) fresh thinking about ...

This article reviews the 2006 IPA Awards from a media perspective. Two types of entry are shown: the first selects media to optimise the distribution of the message, placing the brand/service message ...

This article draws on examples from the 2006 IPA Awards to argue that creativity is still a vital element in advertising effectiveness, although it is changing its nature as media opportunities and co ...

Joe Mandese looks at the relatively new world of creative media awards, and the reasons why Omnicon's OMD unit seems to win more than most. The key seems to be close working with their creative counte ...

This case study is an edited version of the winning submission for the Marks & Spencer campaign in the 2006 IPA Advertising Effectiveness Awards. The case history is exemplary as an example of how to ...

Dominic Twose, global head of knowledge management at Millward Brown, has analysed the winners of the IPA Effectiveness Awards and identified the main common themes that have resulted in brand growth. ...

Les Binet, European director of DDB Matrix (DDB's econometrics consultancy), knows that 'disentangling the effects of communication under real market place conditions can be like trying to find a need ...

Joe Mandese, in his regular report on the US media scene, considers the twin themes of 2005 - creative communications planning, and the metrics of accountability. He is particularly encouraged by the ...

Laurence Green, one of the founders of Fallon London, traces the evolution of the UK’s IPA Effectiveness Awards since their inception in 1986, 25 years ago. He discusses three turning points – in 199 ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1969, Brit ...

This paper reports findings from a telephone study conducted among agency art directors and copywriters about their attitudes and beliefs about television commercials. The study finds significant diff ...

This article describes the winning submissions to the ARF's 1998 David Ogilvy Awards Programme, which show how research has contributed to successful advertising campaigns. Winners discussed are the ...

The convenor of judges for the 1996 IPA Awards competition reviews some of the winning campaigns, and examines how the roles of advertising are changing in the 1990s compared to when the Awards were i ...

Each year advertising professionals are brought together at the judging of the Advertising Effectiveness Awards (EFFIES) to identify and reward effective advertising campaigns. However, rather than be ...

This is a study of how briefs are constructed for the EFFIES award program which showcases effectiveness in advertising. The study investigated the objectives used and the design of the evaluation mec ...

This campaign described here won the award for the best one-off advertisement in the IPA Business-to-Business Press Awards. TOPPS - The Original Passenger Picture Show - is an innovative medium presen ...

The Chairman of the IPA's Business-to-Business Group describes the Business-to-Business Awards, pointing out that advertising for business represents a significant proportion of the total expenditure ...

This study examines whether the winning of advertising awards affects the billings and income of Australia's top 50 advertising agencies. This is undertaken by examining the winners of four national a ...

The convenor of the 1994 IPA Advertising Effectiveness Awards gives his personal observations on the 20 Award winners, identifying some common factors behind their effectiveness. His conclusion is tha ...

This article reviews this year's IPA Effectiveness Awards from the point of view of a judge, in the context of his own philosophy about classifying and researching advertising responses. Terry Prue ra ...

A review by the Convenor of the sixth series of IPA Advertising Effectiveness Awards - the winning cases from 1990. In a lean time for the industry, these cases demonstrate that advertising can really ...