Did you
know that there are a great set of FREE papers on advertising available
from the IPA site? The IPA (the Institute of Practitioners in Advertising)
is the industry body and professional institute for the UK's thriving
advertising and marketing communications business. There site contains
some great resources
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Visit the
IPA site, register as a guest (very quick) and click on the Bookshop
link. You'll see the link to the free .pdf downloads right there.
The best of these are the IPA Advalue Series. These are a series
of articles by leading practitioners on the effectiveness of advertising |
They are
each short 6-10 page reports that cover topics such as:
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• How advertising impacts
on profitability
• How advertising impacts on share price
• How advertising affects customer loyalty
• How advertising impacts the sales process
• How advertising affects shareholder value
• Advertising and profitability
• How advertising drives sales and profit |
Well argued
and supported with quantitative research, they make great reading
for anyone interested in better understanding how advertising really
works.
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This is
a classic example of one of the biggest challenges in market research:
knowing what you need to know to make a good decision.
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