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.
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