Magazine article Marketing

The Long and the Short of It

Magazine article Marketing

The Long and the Short of It

Article excerpt

The long and the short of it

The catalogue of woes for the shellshocked advertising industry grows weekly. Agency rosters are rationalised, budgets frozen or slashed and results-related payment schemes imposed. What next?

Fancy creative work - which serves to boost an ad agency's reputation while paying scant regard to shifting product - cuts even less ice now than before. Today, more than ever, marketing departments have the upper hand.

Advertising effectiveness is crucial to beleaguered brand custodians under pressure to meet targets. All of which is good news, in theory at least, for the IPA's Advertising Effectiveness Awards (see supplement, centre section).

This is the sixth time the Awards have been held and a new category - Longer and Broader - has been introduced, which assesses the long-term part played by advertising in overall brand positioning.

It is undeniable that PG Tips, the winner of the new category and also the Grand Prix winner, has achieved an enviable record helped by its long-running chimps campaign. In 1955, the brand was number four in a crowded market. …

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