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The Long and the Short of It
A synopsis of the
Institute of Practitioners in
Advertising (IPA) study on
advertising effectiveness
@System1GroupSystem1Group.com
It’s now over 130 years since
retail magnate John
Wanamaker said:
It’s the most famous
problem in
marketing.
I know only half of
my advertising
works. The
problem is, I don’t
know which half.”
The Institute of Practitioners in
Advertising (IPA) commissioned
analysts and ad experts Les Binet and
Peter Field to look at the dilemma of
advertising effectiveness in
“The Long and the Short of It”
(available on the IPA website).
Their analysis looks at 996 campaigns
over 30 years. It covers over 700
brands, in 83 different categories.
It’s as good an answer to the
Wanamaker problem as we have.
Here’s our synopsis of what Les and
Peter found…
44
Short and long-term advertising
effects work in different ways.
55
The big payback comes from
long-term effects. Long-term
profit effects are more than
twice as big as short-term.
66
Driving volume is not enough –
really profitable advertising
supports price, too. Volume
effects are immediate, but price
effects take much longer.
77
Discounting is
dangerous - it erodes
long-term profit.
88
Short term or long
term, salience is
crucial. Even better,
aim for fame. Fame
makes your money
go 4 times further.
99
Emotions are more powerful than rational messages,
especially over the long term. Emotions have more
effects, and they last longer. They are twice as efficient
as rational messages, and deliver twice the profit.
1010
Share of voice still
matters. Set share of
voice above market share
for growth.
1111
Supporting brand
building with
activation channels
can double
efficiency.
The ideal budget split
is around 60% brand,
40% activation.
1212
Advertising does
NOT need to be
persuasive to work.
1313
Loyalty is NOT the key to effective marketing.
1414
Tight targeting is NOT necessary for success.
The broader your reach, the better.
1515
The internet is NOT killing TV
advertising – it’s making it work
better.
1616
“Real time” metrics are
NOT a reliable guide to
long-term payback.
1717
Creativity is the key to fame AND
emotion. Creativity can make
your money go 10 times further.
1818
Emotional brand
building is the key to
long-term profit.
Binet and Field’s provocative discoveries challenge
the conventional wisdom on marketing and pre-
testing. Research on behavioural science and how
consumers really make decisions supports this
formula for long and short-term advertising
effectiveness.
“The Long and the Short of It” is available on the IPA
website (www.ipa.co.uk).
© System1 Group
PLC
19
We’d be happy to help.
If you would like to learn how to apply the principles of
“The Long and the Short of It” to achieve behaviour
change and famous 5-Star marketing, contact us at
5-starmarketing@system1group.com.
© System1 Group
PLC
20

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IPA's "The Long and the Short of It" - BrainJuicer synopsis

  • 1. The Long and the Short of It A synopsis of the Institute of Practitioners in Advertising (IPA) study on advertising effectiveness @System1GroupSystem1Group.com
  • 2. It’s now over 130 years since retail magnate John Wanamaker said: It’s the most famous problem in marketing. I know only half of my advertising works. The problem is, I don’t know which half.”
  • 3. The Institute of Practitioners in Advertising (IPA) commissioned analysts and ad experts Les Binet and Peter Field to look at the dilemma of advertising effectiveness in “The Long and the Short of It” (available on the IPA website). Their analysis looks at 996 campaigns over 30 years. It covers over 700 brands, in 83 different categories. It’s as good an answer to the Wanamaker problem as we have. Here’s our synopsis of what Les and Peter found…
  • 4. 44 Short and long-term advertising effects work in different ways.
  • 5. 55 The big payback comes from long-term effects. Long-term profit effects are more than twice as big as short-term.
  • 6. 66 Driving volume is not enough – really profitable advertising supports price, too. Volume effects are immediate, but price effects take much longer.
  • 7. 77 Discounting is dangerous - it erodes long-term profit.
  • 8. 88 Short term or long term, salience is crucial. Even better, aim for fame. Fame makes your money go 4 times further.
  • 9. 99 Emotions are more powerful than rational messages, especially over the long term. Emotions have more effects, and they last longer. They are twice as efficient as rational messages, and deliver twice the profit.
  • 10. 1010 Share of voice still matters. Set share of voice above market share for growth.
  • 11. 1111 Supporting brand building with activation channels can double efficiency. The ideal budget split is around 60% brand, 40% activation.
  • 12. 1212 Advertising does NOT need to be persuasive to work.
  • 13. 1313 Loyalty is NOT the key to effective marketing.
  • 14. 1414 Tight targeting is NOT necessary for success. The broader your reach, the better.
  • 15. 1515 The internet is NOT killing TV advertising – it’s making it work better.
  • 16. 1616 “Real time” metrics are NOT a reliable guide to long-term payback.
  • 17. 1717 Creativity is the key to fame AND emotion. Creativity can make your money go 10 times further.
  • 18. 1818 Emotional brand building is the key to long-term profit.
  • 19. Binet and Field’s provocative discoveries challenge the conventional wisdom on marketing and pre- testing. Research on behavioural science and how consumers really make decisions supports this formula for long and short-term advertising effectiveness. “The Long and the Short of It” is available on the IPA website (www.ipa.co.uk). © System1 Group PLC 19
  • 20. We’d be happy to help. If you would like to learn how to apply the principles of “The Long and the Short of It” to achieve behaviour change and famous 5-Star marketing, contact us at 5-starmarketing@system1group.com. © System1 Group PLC 20