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Research Paper

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

Article

This article discusses 'buy buttons', which are spreading rapidly across websites and mobile apps, and making it easier for people to buy products.

Article

This article argues that in a 'new marketing age', brands need to compete for people's attention with more things than ever before - and need to do so by delivering an extraordinary performance.

Case Study

This case study describes the social media aspect of a campaign by Wall's, the ice cream brand owned by Unilever, which was designed to fit mobile and appeal to younger people in the UK.

Article

Vickey Bullen, CEO of Coley Porter Bell shares the six books that have influenced her most. These are: Change: Learn to love it, learn to lead it, by Richard Gerver; Breathing Out, by Karen Hockney; Great Brand Blunders, by Rob Gray; Decoded: The science behind why we buy, by Phil Barden; Eating The Big Fish, by Adam Morgan; and Thinking, Fast and Slow, by Daniel Kahneman.

Article

This article sets out what brand purpose is, why an organisation would aspire to one, and how a business should go about creating purpose.

Article

This essay discusses the importance of emotional intelligence for building brands. Brands must be able to analyse and make use of emotions in a strategic way.

Article

This article argues that often the most effective marketing doesn't make sense, and cautions against rational, cost-benefit marketing missing these ideas.

Article

This event report summarises the mobile landscape in India and highlights some of the marketing opportunities that are emerging.

Research Paper

The dark side of human motivation is explored in this paper which postulates that the most powerful drivers are primeval human passions.

Article

John Webster, a creative at ad agency BMP with a high regard for planning, created some of the most iconic and popular ads of the last 40 years.

News

LONDON: An emotive TV-led campaign from UK retail chain John Lewis has taken the Grand Prix at the 2012 IPA Effectiveness Awards.

Research Paper

The FTC envisions the Children’s Advertising Review Unit (CARU) and the Children’s Food and Beverage Advertising Initiative playing lead roles in self-regulatory efforts to address advertising’s contribution to childhood obesity.

Article

This article explores some best practice in marketing from around the world and pick up some common themes in strategies that have worked and why they worked.

Research Paper

Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers.

Article

The final chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, looks to the future - discussing with a set of leading agency and client practitioners the state of thinking now, the practical issues that impact the evolution of communications organisation - and the potential shape of effective campaigns in the future.

Article

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, discusses how the IPA has analysed its Databank of case studies, and how four different models of organisation that have been identified.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

Article

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, assesses thinking up to now on integration, and discusses its relevance in the current environment.

Article

This paper provides an overview of the chewing gum industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the global alcoholic beverages industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Research Paper

Viral advertising has attracted advertisers in recent years, yet little is known about how exactly it works from an information processing perspective.

News

LONDON: Coca-Cola remains the biggest-selling grocery brand in the UK, according to a new report. Trade title The Grocer has published its latest annual ranking of the leading products in the country by value sales, based on Nielsen data, and found ...

Article

David Golding, the Convenor of the Judges for the 30th IPA Effectiveness Awards, argues that all the major trends of the last three decades of advertising can be found in the winning IPA campaigns of 2010, but these new campaigns benefit from the new opportunities given by social media and the increasing ability to track consumer behaviour.

News

LONDON: Television is still the lead advertising medium in the UK and elsewhere, but digital channels like mobile are gaining in popularity, the shortlist for the 2010 IPA Effectiveness Awards has indicated.