Design Business Association, Gold, Design Effectiveness Awards 2013
Responding to consumer trends in home hygiene, Reckitt Benckiser, the consumer product company, identified an opportunity to extend its Lysol and Dettol cleaning brands into the personal care category globally by producing a no-touch handwash dispenser for kitchen and bathroom use.
Orlando Wood, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 31-39
This paper proposes a new model for how advertising works and how it should be measured. It seeks to demonstrate the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt.
Kate Cox, John Crowther, Tracy Hubbard and Denise Turner, IPA dataMINE, New Models of Marketing Effectiveness - From Integration to Orchestration, 2011
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.
This paper provides an overview of the global soaps and detergents 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.