Advertising and profitability: The long-term returns

Marilyn Baxter

Combining data of aggregated business performance from the database of benchmarking specialists PIMS with the IPA Data Bank of Advertising Effectiveness Awards cases shows that advertising expenditure can drive profitability, even through recession.

Advertising and profitability: the long-term returns

Marilyn Baxter combines data from the PIMS database and the IPA Data Bank to show how adspend can drive profitability - even through recession

 

IT IS ALMOST  ten years since the IPA first addressed the thorny issue of how to measure the long-term effects of advertising. Prompted by Messrs Broadbent, Feldwick and King, the IPA's The Longer and Broader Effects of Advertising (1) collected the then current thinking from the luminaries of the time, under the editorship of Chris Baker.

In his introduction, Chris pointed to the relative lack...

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