New models of marketing effectiveness: Overview

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

New models of marketing effectiveness: Foreward, Executive Summary, Methodology and References

Kate Cox, MPG Media ContactsJohn Crowther, PublicisTracy Hubbard, i to i researchDenise Turner, MPG Media Contacts


  1. Foreward, Executive Summary, Methodology...