Author Description

The award-winning case studies in Advertising Works 12 provide a wealth of practical guidance about how to create effective campaigns and evaluate marketing investment. It has been described as "being the cutting edge of new thinking in the marketing communications industry" by Lord MacLaurin, the Chairman of Vodafone. The book features 23 case studies describing real-life campaigns that illustrate the effective use of advertising or other communications disciplines. Every campaign won a major prize at the 2002 IPA Effectiveness Awards. Each case study describes in extensive detail: - The objectives of the campaign - Development of the brand and communications strategy - Campaign execution - Media thinking and planning - Results of the campaign, including measurement of effects on sales or behaviour The case studies demonstrate ‘best practice in action’, and provide a practical source of ideas and inspiration for a wide range of marketing problems. Winston Fletcher, Director of Delaney Lund Knox Warren, described it as "the most thorough, comprehensive and convincing collection of advertising case histories in the world." Like the other volumes in the series, Advertising Works 12 represents a major contribution to our understanding of how communications work. The book proves that advertising and marketing expenditure can be judged against measurable criteria and that investment in communications can directly increase brand equity, corporate profits and shareholder value. Advertising Works 12 contains practical lessons from which all advertising and marketing professionals can learn and profit.