The IPA has published the new entry criteria for the biennial Advertising Effectiveness Awards Competition. The 1994 Awards will centre around just three main categories, instead of the previous six. The new categories are:
Products or services which are new, or have no significant history of advertising.
New campaigns from previously advertised brands, which resulted in significant short term effects on sales or behaviour.
Advertising campaigns which benefited a business by maintaining or strengthening a brand over a longer period.
The new structure is intended to emphasise the different roles that advertising can play. European, Special and Small Budget papers no longerhave their own category but will be recognised through the awarding of special prizes. The Grand Prix will be awarded to the overall most outstanding paper.
The closing date for the awards is 1st June 1994. Contact Chris Baker, Convenor of Judges. 071 287 7778
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