Advertising Effectiveness: The long and short of it

This report summarises the launch presentation of 'Advertising Effectiveness: The long and short of it' by Les Binet and Peter Field, which is an update of their seminal 2007 research, 'Marketing in the Era of Accountability'.

Advertising Effectiveness: The long and short of it

Cila Warncke Warc

Les Binet and Peter Field's 'Advertising Effectiveness: the long and short of it' is an update of their seminal 2007 research and analysis of IPA case studies, 'Marketing in the Era of...