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Advertising works 14: proving the effectiveness of marketing communications

Author: Binet, Les Publisher: WARC, 2006. ; IPA, 2006.Language: EnglishDescription: 344 p. ; 24 cm. includes CD-ROM / DVDISBN: 1841161837Type of document: BookNote: CD available inside back coverBibliography/Index: Includes index
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Item type Current location Collection Call number Status Notes Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5827 .A38 2006
(Browse shelf)
Available CD available inside back cover 001183031
Total holds: 0

CD available inside back cover

Includes index


Advertising Works 14 Proving the effectiveness of marketing communications Contents Forewords Justin Sampson John McCann IPA Effectiveness Awards 2005 Les Binet The Judges Acknowledgements Sponsors Prizes ix xi xxi xxiii xxiv xxv SECTION 1: GOLD WINNERS 1 Bakers Complete -- Ten years of success is more than just a shaggy dog story 2 Travelocity -- Hello world, hello sales. How Travelocity became an overnight success 3 Inland Revenue -- Self Assessment. How a change in advertising direction proved that tax doesn't have to be taxing 4 Roundup Weedkiller -- Making a killing. How advertising delivers profits for Roundup Weedkiller 3 23 45 63 SECTION 2: SILVER WINNERS 5 Broadband for Scotland -- Turning Braveheart into Blade Runner. How the Broadband for Scotland campaign took Scotland into the 21st century v 83 ADVERTISING WORKS 6 Fire Authority for Northern Ireland -- Writing on the wall 7 Hidden Treasures of Cumbria -- How to make £13.9m by marketing an overlooked destination 8 Northern Ireland Office -- Community Safety Unit. Changing behaviour to help reduce theft from vehicles 9 Oral Cancer Awareness -- How Henry helped save lives (and save the NHS £695k) 10 Tizer -- Tizer turns teenage but won't change its colour! 11 University of Dundee -- University challenge. Serious fun 97 111 121 131 141 161 SECTION 3: BRONZE WINNERS 12 Arriva Buses -- Getting bums on seats. How Arriva buses bucked the trend of declining passenger numbers 13 ATS Euromaster -- A new paradigm for tactical retailer advertising 14 Blood Donation -- New strategy, new blood. How a new strategy made a difference to levels of blood donation in Scotland 15 Children's Hearings -- Panel membership 16 First Choice -- Get Me Out Of Here! How sponsorship cuts through the jungle and on to the high street 17 Fox's Rocky -- Halting plummeting sales in a declining market. How rap helped Rocky sell with more of a crunch 18 Lancashire Short Breaks Campaign -- The Midas touch. Turning a box of old coupons into £8.267m! 19 Noise Awareness -- Too loud 20 ScottishPower -- Energising The Energy People 21 Silentnight My First Bed -- A media strategy you can trust 22 UniBond Sealant Range -- Sealing a successful future for UniBond 23 West Midlands Hub of Museums -- Bringing the wolves to the door ... and across the threshold! How the West Midlands Hub of Museums attracted a new breed of visitor 175 191 205 219 233 245 257 267 279 291 299 313 CONTENTS How to access the IPA dataBANK World Advertising Research Center IPA dataBANK Case Availability Index 327 328 329 339

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