Advertising works 21 : proving the payback on marketing investment : case studies from the IPA Effectiveness Awards 2012, open to all agencies, media owners and clients worldwide / edited and introduced by Marie Oldham.
Material type:
TextPublication details: London : Warc, [2013]Description: xiv, 714 pages : illustrations (black and white, and colour) ; 25 cmISBN: - 9781841162263:
- 1841162264
- 659.111
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| General Lending | Carlow Campus Library General Lending | 659.111 (Browse shelf(Opens below)) | 1 | Available | 73180 |
CW808
Includes bibliographical references and index.
[Part 1: New Learning] Tapping into the nation's dreams: the power of emotion in driving effectiveness / M. Oldham -- The employee works: from audience and message to brand medium, mentor and maker / L. Hawtin -- TV and digital: are we there yet? Or do we even have a map? / P. Danter -- From clicks to yardsticks: how digital media can help measure creative effectiveness / S. Duckworth -- Econometrics: an able servant but never the master / L. Cook -- Creativity and effectiveness: never lose sight of the power of the idea / B. Angear.
[Part 2: Prize winners] Gold winners: John Lewis / making the nation cry .... and buy -- Aldi / The "Like brands" campaign -- British Gas / Taking British Gas back to the future -- Cadbury Dairy Milk / A meetha journey -- Department for Transport / How 30 years of drink drive communications saved almost 2,000 lives -- Digital UK / Leaving no-one behind -- Dove / Dove winning in China -- Health Promotion Board Singapore / I quit: from anti-smoking to pro-quitting -- McDonald's / Getting Britain lovin it once again -- Metropolitan Police Service / The case in defence of Deon -- Snickers / You're not you when you are hungry -- Virgin Atlantic / Taking on the world with a dash of "je ne sais quoi" -- Walkers / Going from good to great -- Which? / Subscriber recruitment.
[Part 3: Silver winners] Art Fund / Never without art -- Danone Activia / How a little bit of TLC made a market leader -- IBM / Watson -- Magnum Gold / How one golden integrated idea sold 130 million ice creams -- Nikon / I AM Nikon -- Nissan / What is the most efficient path between two points? -- The National Lottery / How doing "one hundred things one per cent better" helped Camelot achieve record sales -- V05 Extreme Style / Building cred-stock for V05 Extreme Style 2004-2011 -- Waitrose / The best ever Christmas -- Yorkshire Tea / Taking Yorkshire Tea to the world: the story of Little Urn.
[Part 4: Bronze winners: abridged summaries] Audi / The Audi A1: a big idea condensed -- Boots / Keeping the girls coming in -- BT / How understanding the ordinary can achieve extraordinary results -- Dove Hair / Favourite things -- Gordon's / Shall we G&T down to business? -- Gü / Give in to the power of TV -- LV= / The power of love -- Shangri-La Hotels & Resorts / It's in our nature -- Ta Chong Bank / Dream rangers -- Velvet / Sustainability sells - Velvet Three Trees -- Virgin Trains / Don't go zombie, go Virgin Trains -- How to access the IPA Databank / IPA Databank case availability.
147.86