New lessons from Binet and Field - Media in Focus: Marketing effectiveness in the digital era

Sam Peña-Taylor

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

Les Binet and Peter Field have produced two landmark studies into how advertising works. First, 2007's Marketing in the Era of Accountability highlighted the importance of brand fame for campaign effectiveness. Then, 2013's The Long and Shor focused on the tensions between long- and short-term strategies.

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