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Article

This article argues for the importance of packaging in brand-building as part of the marketing mix.

Case Study

This case study describes a campaign by Grant's Whisky, the British alcohol brand, which sought to increase brand loyalty amongst middle class people with an emotional message.

News

BANGALORE: Sectors including automobiles, jewellers, whisky and financial services are following FMCG companies in identifying particular niches in rural India in order to increase penetration and revenues.

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, asks two questions: How fit for purpose is the IPA Databank as a basis for examining the evolution in communications integration and how has the use of channels moved on since the previous Datamine report, Marketing in the Era of Accountability? It explores how these two factors have impacted on the entries to the IPA Effectiveness Awards, and also looks at effective combinations of channels.

Article

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, provides practical insights into applying the models it discusses to different business tasks; for a given objective, sector or business challenge, it asks which model is the one most likely to deliver results? Financial advertisers make much more use of advertising-led integration.

Article

This chapter from the IPA's datamine report, New Models of Marketing Effectiveness, reviews the development of the communications landscape over the past decade from two points of view: how consumers have consumed media and how advertisers have made inter-media choices.

Article

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.

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.

Case Study

Greece is now The Famous Grouse's largest export market. But while Hellenic drinkers are huge fans of Finest, the brand's standard whisky offering, there has been lower appreciation of its deluxe offering, Gold Reserve 12 Years Old.

Case Study

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment.

Article

Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners.

Article

This article reviews the 2006 IPA Effectiveness Awards, covering a wide range of issues, product/service categories and thinking about media and channels.

Research Paper

Semiotics had its first Conference outing in 1983, and since then papers on or about semiotics and semiotic understanding of the issues that confront Market Research have notched up an impressive number of Conference awards.

Article

This article draws on examples from the 2006 IPA Awards to argue that creativity is still a vital element in advertising effectiveness, although it is changing its nature as media opportunities and consumer demands develop.

Case Study

In 1996 Famous Grouse whisky, the UK distiller, was facing a crowded and competitive market, characterised by a 36% drop in volume sales over 16 years, a declining number of whisky drinkers, and mature consumer demographic.

Case Study

The 1999-2006 campaign to revitalise Johnnie Walker, and turn it into a global icon brand, was based on the image of the striding man, which links the brand with the universal desire to progress.

Case Study

Consumption of blended Scotch whisky in the UK is in long-term decline, with distribution dominated by multiple grocers who view Scotch as a key weapon in their price wars.

Article

Even though Powergen (a first significant broadcast sponsor) is smaller the National Power, the former has higher awareness and is often perceived as larger.

Research Paper

Argues that qualitative research may benefit by the introduction of semiotics as an additional tool. The basis of semiotics is described: the understanding that individuals' perceptions and values, etc., are largely formed by the cultures they grow up in.

Case Study

This 1998 paper shows how in a situation of post-mature market decline, the recommendation to cancel ad spend and milk a brand's equity as further ad spend would not yield sufficient returns, is not always useful.

Case Study

This 1998 paper shows how the 1994 decision to make Bell's Scotch Whisky the first significant spirit brand to advertise on television has influenced the brand's fortune.

Article

Considers the interrelationship between the `triangle' of advertiser, advertising agency and researcher, which can affect the evaluation of advertising campaigns.