Effectiveness in Context: A Manual for Brand Building
by Les Binet and Peter Field
Binet and Field have analyzed 18 years of data (1998-2016) from the London-based Institute of Practitioners in Advertising’s IPA Databank, “the confidential data submitted alongside entries to the biennial IPA Effectiveness Awards competition.” This book presents their findings on what works best—in general and in various contexts.
Topics include market penetration, brand-building vs. sales activation, emotional vs. rational consideration, share of voice, pricing, and innovation. Continue reading “Effectiveness in Context: A Manual for Brand Building”