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ABSTRACT An analysis of 880 IPA Effectiveness Awards cases suggests that the following strategies increase advertising effectiveness in terms of sales and profit performance: focusing on “hard” objectives; focusing on price, not volume; focusing on penetration, not loyalty; influencing consumers on an emotional, rather than rational level; creating “talk value”; having a high SOV relative to market share; including TV in the media mix; using a small number of channels in concert. These results, which generalize across a variety of conditions, suggest that much common practice in advertising is suboptimal.
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Binet et al. (2009) studied this question.
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