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
AuthorsBennett, D. and Berner, H.
TypeConference 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.

Year2019
Accepted author manuscript
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Publication dates
Print02 Dec 2019
Publication process dates
Accepted26 Aug 2019
Deposited06 Sep 2019
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https://openresearch.lsbu.ac.uk/item/87zq6

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