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How to invest in advertising

Launched yesterday (11th June 2013) in association with Thinkbox; The Long and the Short of it: Balancing Short and Long-term Marketing Strategies provides evidence-based recommendations for businesses on how best to approach investment in advertising and considers both the long and short term.


New research by the IPA examines the business effects of 1,000 ad campaigns from over 30 years of IPA Effectiveness data and challenges the recent trend in advertising to focus on building loyal relationships with customers.

This publication is the eagerly anticipated update of Marketing in the Era of Accountability. It reveals vital, never before published research, which is key for agencies in planning and advising their clients when examining the impact of timescales of effect, exploring the tension between long and short-term strategies for brands and businesses.

The IPA Databank, now in its 32nd year, continues to support ground-breaking research into effectiveness. Authors Les Binet, Head of Effectiveness at adam&eve DDB and Marketing Consultant Peter Field return to explore a vital new area: how campaign results develop over time. An issue previously identified but one which they were unable to delve deeply into for lack of sufficient data.

To purchase a PDF version of the Long and the Short of it, click here (£25+VAT for members; £50 + VAT for non-members)

To purchase a hard copy of the book, click here (£25 for members; £50 for non-members)

To view the presentation, click here

To view photos from the launch event, click here

Last updated 13/06/2013

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