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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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IPA

  • Balancing long and short-term marketing

    22 January 2014

    As an industry we risk damaging our ability to deliver overall business effects, by our obsession with optimising towards short-term rational response metrics, argues company director of Agenda21, Lyndsey Best.

    In June, the IPA released a report entitled, ‘The Long and Short of It’ which looks back over all the entries into their Effectiveness awards over the past ten years, to identify winning trends for effective campaigns. It looks into the strength of emotional vs rational campaigns, niche targeting vs broadcast and the strengths of each individual media channel at helping drive sales, price stability and ultimately profit.

    This makes ...

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    Posted by: Bloggers' Gallery

    Tags: IPA, CTR, KPI

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