How ISBA Took Centre Stage

By Snowdon, Ros | Marketing, February 8, 1996 | Go to article overview

How ISBA Took Centre Stage


Snowdon, Ros, Marketing


The Incorporated Society of British Advertisers meets this week with a renewed sense of purpose under John Hooper.

Three years ago 'geriatric dinosaur' was a common description of ISBA, the Incorporated Society of British Advertisers.

The body set up to act as a collective voice for Britain's top marketing companies was seen as outdated, complacent and ineffective.

But it appears that ISBA has taken a lesson in marketing and is now getting its message over to the client community.

ISBA has spent the last year trying to remedy its faults under the guidance of director general John Hooper, who joined just over a year ago.

At this week's ISBA Policy Conference, Hooper announced that 18 more companies had decided to join ISBA over the last year. The new companies include heavyweights such as Coca-Cola, Burger King, Walkers Snack Foods, Sony and Thomas Cook.

But Hooper, whose honesty has been cited by members as one of the main reasons for the reversal of ISBA's fortunes, admits there is still a long way to go.

"We have 312 member companies, but we need to increase it to include more of the top 500 advertisers."

If ISBA can show the government and the European Community it has the backing of Britain's leading advertisers, it will carry a lot more clout.

It has already shown some strength in its campaign last year for ITV, the UK's biggest advertising vehicle, to improve its own marketing. Pressure from ISBA helped prompt ITV's move to set up its new Marketing Group, hike its own advertising budget to [pounds]5m and appoint a dedicated marketing manager.

But ISBA's membership lists show that, while some areas, such as alcohol and food manufacturers, have joined en masse, others, such as car and travel companies, have still to be convinced.

"We would really like to get more car manufacturers on board," says Hooper. "We've got Rover, Vauxhall and VW, but we've had no joy with other companies, particularly the French ones such as Peugeot, Renault and Citroen."

Car companies have been slow to turn to ISBA because they need little lobbying done on their behalf, whereas food and alcohol advertisers need all the help they can get. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

How ISBA Took Centre Stage
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.