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Advertising works 15: proving the effectiveness of marketing communications. Case studies from the IPA Effectiveness Awards 2006 open to all agencies worldwide

Author: Green, Laurence Publisher: WARC, 2007. ; IPA, 2007.Language: EnglishDescription: 467 p. : Graphs ; 26 cm.ISBN: 1841161934Type 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 2007
(Browse shelf)
Available CD available inside back cover 001227077
Total holds: 0

CD available inside back cover

Includes index


Advertising Works 15 Proving the effectiveness of marketing communications Contents Foreword Tess Alps Sponsors Acknowledgements The Judges Introduction Laurence Green ix x xi xii xv SECTION 1 PRIZE WINNERS List of prize winners Special prizes Campaign images Tales from the judging room Marc Sands SECTION 2 NEW LEARNING xxi xxiv xxv xlix 1 The creative multiplier Laurence Green 2 The media revolution will be televised (and broadcast on the internet, mobile ...) Thin Jacob 3 Fresh thinking works Neil Dawson 3 11 17 SECTION 3 BEST PRACTICE 4 Demonstrating payback Andrew Sharp 5 Writing case studies of multi-national campaigns: three practical hints John Philip Jones SECTION 4 GOLD WINNERS 25 33 6 Marks and Spencer This is not just advertising, this is Your MandS advertising: how confident communications helped restore public confidence in MandS 7 Naturella Mother Nature's gift: how communications drove one of the most successful launches in one of the most challenging marketplaces in the world 8 O2 The best way to win new customers? Talk to the ones you already have 9 TV Licensing 50 pints or a TV Licence? How an integrated campaign made student TV Licences 'the norm' over evasion on campus 10 Vehicle Crime Prevention Crime doesn't pay ... but advertising to stop it does: how communications empowered the nation to protect themselves from vehicle crime 11 Volkswagen Golf 30 years in the making SECTION 5 SILVER WINNERS 43 77 101 127 145 169 12 Actimel From Hampstead to Hartlepool: turning live bacteria into popular culture ­ how a drinking challenge helped take probiotic drinks to the people 205 13 Bakers Complete Because dogs don't do the shopping: how consistent advertising helped make Bakers the pet food phenomenon of the last decade 14 Branston Baked Beans How going head to head with the brand leaders created a world where Beanz also meanz Branston, in just three months 15 British Heart Foundation ­ Anti Smoking How advertising helped the British Heart Foundation get `Under the Skin' of hardened smokers 16 Daz From dull to dazzling: how Daz harnessed the power of entertainment to break out of the soap wars 17 Dero Powder to the people ('Pudra pentru popor'): how knowing when a global brand should reaffirm local roots proved highly profitable for Unilever 18 Felix Continuity saved the cat 19 Kwik-Fit Back in the fast lane: how Kwik-Fit broke the rules and reaped the rewards 20 Monopoly Here and Now Pass Go, Collect £1.5million: how a radical, experiential approach to communications reinvigorated Monopoly, turning it into the best-selling game of 2005 21 Nicorette Sold not dispensed: the power of consumer brands vs pharmaceutical brands 22 Teacher Recruitment A class act: how communications averted the teacher recruitment crisis, 1998-2005 23 The Famous Grouse Small guys have to think big for long-term success 219 231 243 249 265 279 297 319 333 345 369 24 Hello World, hello sales: how Travelocity became an overnight success 25 Tropicana How the Big Apple helped sell orange juice 26 Virgin Trains The Return of the Train: how Virgin Trains became the nation's favourite transport provider 27 Volkswagen Golf GTI Mk5 The new Golf GTI W S : a launch without a car 385 403 419 433 How to access the IPA dataBANK World Advertising Research Center IPA dataBANK case availability Index 445 446 447 459

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