Putting the models to the test: New models of marketing effectiveness
Kate Cox, MPG Media ContactsJohn Crowther, PublicisTracy Hubbard, i to i researchDenise Turner, MPG Media Contacts
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.
