Empirical Generalizations about Advertising Campaign Success

Les Binet and Peter Field

This article summarises the findings in the authors’ book: Marketing in the Era of Accountability (2007), based on their review of 880 IPA Award case history submissions.

Empirical Generalizations about Advertising Campaign Success

Les BinetDDB Matrix

Peter FieldConsultant

METHOD

The U.K.'s IPA Effectiveness Awards is recognized as one of the most rigorous tests of advertising effectiveness in the world. Entrants to the competition...

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