Putting the models to the test: New models of marketing effectiveness

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, analyses the IPA Databank with two questions in mind: Is there any evidence that there has been a true paradigm shift in approaches to integration, particularly away from the 'matching luggage' of traditional integration towards a more orchestrated approach? And, if so, what are the implications for effectiveness? Although traditional campaign integration around a creative idea remains the dominant model, it finds that there has been a clear shift to campaigns orchestrated around a more abstract brand idea.

Putting the models to the test: New models of marketing effectiveness

Kate Cox, MPG Media Contacts John Crowther, Publicis Tracy Hubbard, i to i research Denise Turner, MPG Media Contacts


  1. Foreward, Executive Summary, Methodology and References
  2. The chan

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