Insights from the IPA ‘Media in Focus’ report: Key ways that media drive marketing effectiveness

Les Binet and Peter Field

This paper summarises key findings from the IPA report, ‘Media in Focus’, itself an analysis of the media elements within the IPA’s Databank of advertising effectiveness case studies.

The IPA report ‘Media in Focus’ addresses a number of important issues within the changing media landscape. It asks questions such as: Does mass marketing still work? Is tight targeting now the most efficient approach? Is unpaid media making...

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