The IPA has published its 1995 review of advertising and marketing appraisals. The review comments on new advertising theory and general themes and developments in the industry.
Sally Ford Hutchinson, Chairman of the IPA Marketing Appraisals Committee said, “Although the standard of articles from the marketing fraternity is high, we continue to be disappointed with the lack of output from the UK’s academic community. Development work is coming from the academics in the US, but the general view is that their work is simplistic and lacks a real understanding of the issues involved.”
Articles and papers appraised include theories on brand loyalty, own labels, customer satisfaction, integrated marketing, new product development, test markets and advertising to children.
IPA marketing appraisals are published on a monthly basis; their aim is to provide a critical summary of articles published in US and UK journals on advertising theory and practice.
Lynne Robinson, IPA Research Director: 0171 235 7020
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