The quarterly survey of marketing budgets compiled by Markit. The report features original data drawn from a panel of around 300 UK marketing professionals and provides a key indicator of the health of the economy.
Increasingly, marketing personnel are being asked to measure the effects of marketing and to demonstrate how it adds value. This best practice guide, produced in conjunction iwth ISBA, is aimed at anyone who wants to measure marketing payback in financial terms. It offers practical tips on measuring the effectiveness of activity and how to calculate the contribution to shareholder value.
A report of key findings from an IPA seminar: It is important to maintain advertising and marketing communications expenditure in a downturn, as cutting budgets will only be profitable in the short-term and ultimately the brand will emerge much weaker. These are just some of the findings from this IPA report, the result of an IPA seminar recently held (4th March 2008) with leading consultancies from Millward Brown; a leading UK provider of brand and consumer data, Data2Decisions; an econometric modelling consultancy, Malik PIMS (Profit Impact of Market Strategy) an econometrics consultancy, and IPA dataMINE: quantitative analysis of 880 cases from the IPA Databank of effectiveness cases. As a result of the seminar, for the first time, a guideline has been produced (from the IPA dataMINE2 paper) to show how to calculate the impact on profit of cutting adspend.
The Little Book of Growth; a compilation of business transforming ideas from IPA member agencies. The book is targeted at CEOs and finance directors of the FTSE 350 and those who directly influence them; equity analysts, pension fund managers and financial journalists. It forms part of IPA President Moray MacLennan's agenda to promote the value of agencies to the Boardroom. Members receive a 15% discount on this product.
This report identifies the marketing practices and metrics that truly increase profitability. In this most comprehensive analysis of the communications process to date, authors Les Binet, European Director, DDB Matrix, and Peter Field, Marketing Consultant, have drawn key quantitative findings from 880 national case studies taken from the ‘IPA Databank’. Members receive a 15% discount on this product.
Papers submitted to the IPA Effectiveness Awards competitions since 1980 have been compiled and indexed to form the IPA case study Databank - the most comprehensive database of effectiveness case material in the world. The papers themselves have been digitally scanned and indexed by WARC (World Advertising Research Center) and form an integral part of the WARC database. The IPA has an arrangement with WARC whereby non-members registering on the IPA site can download and pay online for any case study paper from the IPA site (£40.00 per download). Students can also download papers (£10.00 per download). There is no limit to the number of papers that can be downloaded. The following papers are especially relevant to advertising in a recession:
Driving Range Rover out of recession
Findus Lasagne: Beating the Recession
Hard Times: Selling diamonds in a recession (De Beers)
National Savings: Off the back burner and into the heart of recession
Renault Clio: Adding value during a recession
You can also use the Effectiveness Awards Search Engine (EASE) to interrogate over 1100 detailed case studies which form the collected learning from the entries to the IPA’s Effectiveness Awards Databank.
A series of guides to calculating the real value that advertising contributes to the business - including profitability and share price.
The
Financial Times has also put together a microsite showing independent research by companies such as McKinsey, which shows that companies who continue to advertise and market in challenging times tend to do better than their competitors in the long run.
Similarly, there is a series of recession-related articles available from Business Week's new
Business Exchange and also a dedicated site from the
BBC.
A new YouTube channel has also been launched:
Survival of the Fastest offering advice to companies on how to beat the recession and offering content streams from the London Business School and Daily Telegraph.
Ipsos MORI also have a useful research piece:
Advertising in a downturn