IPA Publishes Guide To The Value Of Advertising
The IPA has today published a comprehensive guide to help marketing managers and media buyers calculate the value that advertising contributes to business.
The AdValue guide, which has been written by leading figures from the advertising industry, client community and academic world, contains twenty ‘general proofs’ of the effectiveness of advertising. These include how advertising impacts on profitability and share price, as well as its ability to drive sales and improve brand value.
The guide is organised into four sections, which provide analysis of how to measure and improve the effectiveness of advertising spend in terms of its impact on company value, business performance, the customer and the brand.
Commenting on the initiative, Hamish Pringle, IPA director general, said: “This book is designed to provide the reassurance that is required by senior business managers. They know the strength of brands from their own personal experience and the observation of other companies, but need concrete evidence, which is not tied to a particular case history, in order to convince themselves and others of the role for advertising in support of those brands and of their business in general.”
Leslie Butterfield, CEO of Butterfield8 and founder of Partners BDDH, added: “AdValue is about advertising facts, not theory: empirical, demonstrable proof of how advertising works for business. This book offers the first comprehensive and coherent quantitative approach to gauging advertising performance.”
The book also contains sections on advertising during a recession and how online advertising can produce measurable business effects.
The IPA yesterday published a new set of guidelines on SMS marketing in response to the increasing popularity of mobile media in the advertising mix. The guidelines address the questions surrounding prior consent, opting-in, opting-out and self regulation, which are key issues in this emerging market (see IPA Publishes New Guidelines On Mobile Marketing).
IPA: 020 7235 7020 www.ipa.co.uk
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