Demonstrating payback

Andrew Sharp

This article reviews the 2006 IPA Awards from the perspective of how well they demonstrated contribution to profit (return on expenditure).

Demonstrating payback

Andrew Sharp

The main purpose of the IPA Effectiveness Awards, and what sets them apart from other awards, is that they clearly set out to encourage marketers and marketing services companies to prove that investing in communications is good business. This doesn't mean 'was it a famous campaign?' (although it often was); nor does it just mean 'did sales go up?' (although they would have had to). It means 'was it profitable?' Did it 'make more money than it cost to do'? Or, in other words, did it provide positive payback? Because if it...

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