Does Advertising campaign success in year 1 continue in year 2?
Conference paper
Bennett, D. and Berner, H. (2019). Does Advertising campaign success in year 1 continue in year 2? Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019
| Authors | Bennett, D. and Berner, H. |
|---|---|
| Type | Conference paper |
| Abstract | This study investigates whether there is an association between advertising effectiveness awards (Effies) and financial performance. Since Binet and Fields original study (2009), strategies have shifted from retention as a goal to customer acquisition, possibly as a result of their work and industry learning. The evidence now is that in general, winning-campaigns are more effective than non-winners in terms of both marketing and financial goals. However over the long-term, only about a quarter of large effects persist beyond the first year. The implication is that advertisers should put more emphasis on achieving hard business goals and that penetration is still a more effective strategy than loyalty. |
| Year | 2019 |
| Accepted author manuscript | License File Access Level Open |
| Publication dates | |
| 02 Dec 2019 | |
| Publication process dates | |
| Accepted | 26 Aug 2019 |
| Deposited | 06 Sep 2019 |
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