IPA 1.3

Question 1

Advertising Accountability and Effectiveness:

Answer 1

Industry Progress: Advertising has made significant progress in demonstrating accountability and effectiveness.
Increased Scrutiny: Greater scrutiny within the business world has prompted the need to showcase advertising’s value.
Effectiveness Awards: Since 1980, the IPA has run the Effectiveness Awards, recognizing campaigns with a strong return on marketing investment (ROMI).
Everyday Accountability: There’s a growing culture of everyday accountability in advertising, emphasizing effectiveness at a lower level.
Data Availability: Easily digestible campaign performance data is available on platforms like Meta and Google, providing valuable insights.
Metrics: Metrics such as likes, shares, visits, and hashtags offer insights into consumer influence by advertising.
Long-Term Indicators: Don’t overlook longer-term indicators like price elasticity, which reveal lasting value generated by commercial creativity.

Question 2

What has prompted the advertising industry to improve its accountability and effectiveness?

Answer 2

Greater scrutiny within the business world

Question 3

What is the key focus of the Effectiveness Awards mentioned in the text?

Answer 3

Demonstrating a strong return on marketing investment (ROMI)

Question 4

What has contributed to the emergence of a culture of everyday accountability in advertising, according to the text?

Answer 4

The availability of campaign performance data in easy-to-digest formats

Question 5

What do longer-term indicators like price elasticity provide, as mentioned in the text?

Answer 5

A clear picture of the lasting value generated by commercial creativity

Question 6

According to Will Collin, ex Strategy Lead at Accenture Song, creativity delivers greater effectiveness in brand marketing in a number of ways but within those there are probably two main mechanisms by which a truly creative idea can deliver greater business results. What are they?

Answer 6

1. a truly compelling creative idea that captures the attention of the audience in a really compelling way, and that ultimately leads to more results.
2. The second way is that creativity works by influencing the audience emotionally, and a number of studies into effective communication have shown that it’s the emotional persuasion that’s the root of the greatest influence on an audience’s perceptions, and ultimately its behaviour.

Question 7

A study commissioned by the IPA found that creatively successful campaigns can be up to .. times more effective than those lacking creative elements.

Answer 7

A study commissioned by the IPA found that creatively successful campaigns can be up to 10 times more effective than those lacking creative elements.

Question 8

What are the two main mechanisms mentioned in the text by which a truly creative idea can deliver greater business results in brand marketing?

Answer 8

1. compelling creative ideas
2. emotional influence.

Question 9

Storytelling and Building Fluency:

Answer 9

• Today’s creativity in advertising centers on storytelling.
• Storytelling creates diverse, non-repetitive content across channels.
• Consistent narrative elements build brand fluency and emotional connections.
• Storytelling humanizes brands, making them relatable.

Question 10

What is the primary role of creativity in today’s media-saturated environment, as mentioned in the text?

Answer 10

To build brand fluency through storytelling

Question 11

In the context of multi-channel marketing, why is it important to avoid repetition, as mentioned in the text?

Answer 11

To prevent consumers from becoming blind to the message

Question 12

What role do consistent narrative elements play in storytelling, as mentioned in the text?

Answer 12

They help build brand fluency and memory structures

Question 13

To create an authentic connection with consumers in advertising, brand storytelling should include:

Answer 13

A central narrative thread for consistency.
Emotional tension that appeals to a broad audience.
Flexibility and variety to adapt to different contexts.

Question 14

To create an authentic connection with consumers in advertising, brand storytelling should include:
A central narrative thread for consistency.
Emotional tension that appeals to a broad audience.
Flexibility and variety to adapt to different contexts.
An illustrative example is?

Answer 14

An illustrative example is HSBC’s “We are not an Island” campaign by J Walter Thompson London.
This campaign celebrates British connections to the world and features local executions in cities like Birmingham, Leeds, London, and Manchester.
It aims to build authentic connections with a targeted audience and emphasizes the concept of global citizenship amid Brexit-related uncertainty.

Question 15

What are the key elements suggested for creating an authentic connection with consumers in brand storytelling?

Answer 15

A central narrative thread, emotional tension, and adaptability

Question 16

Which campaign is mentioned as an example of successful brand storytelling in the text?

Answer 16

HSBC’s “We are not an Island” campaign

Question 17

The big debate
The biggest fault line across the industry today divides practitioners into two camps.
What are they?

Answer 17

Brand building

Activation

Question 18

Brand building

Answer 18

Brand building
Practitioners who see advertising’s role as increasing the consumers’ desire for a brand

Question 19

Activation

Answer 19

Activation
Practitioners who think advertising is about influencing the right people at the right time to trigger a behavioural change

Question 20

Desire versus influence
Creativity, as traditionally understood, is thought of as belonging to which camp? Brand building or activation? What are the implications of this?

Answer 20

The Brand-building camp.

The implications are profound since, bluntly speaking, some think that creativity, in the digital age, is becoming an extinct selling tool

Question 21

“Our industry will split into two types of company, which will set out to create two very different things. The first will work to create culture through campaigns that generate fame, talk-ability and mimetic power. The second will create collateral driven by data and the ongoing ability to precisely target and reach audiences in new ways.”

Who says this?

Answer 21

In the opinion of David Golding, Founding Partner and Chief Strategy Officer of New Commercial Arts:

Question 22

There is another perpsective of the brand building vs activation segration. What is it?

Answer 22

IPO (Inputs-Processes-Outputs).

It demonstrates that agencies can seamlessly deliver across both camps, or at least be able to play nice if they specialise in purely traditional media or digital content.

Inputs
Apply the logic of big-idea storytelling and build a consistent campaign narrative.

Processes
Marketers use multi-channel applications, including highly targeted versions of the central idea.

Outputs
Fluency and memory structures are created without feeling repetitive.

Question 23

For a while, which camp seemed to be winning the battle?

Answer 23

For a while, digital seemed to be winning the battle;

Question 24

For a while, digital seemed to be winning the battle. Why?

Answer 24

Clients, and CFOs in particular, are naturally drawn to digital because of its ability to measure it.

This is certainly true of clicks in a more immediate way than traditional media can compete with.

Question 25

For a while, digital seemed to be winning the battle. But what changed this?

Answer 25

The work of Les Binet and Peter Field and their 2017 Media in Focus: Marketing Effectiveness in the Digital Era,

we now have a much stronger argument as to why there should be as much, if not more, focus on the long game.

It outlines how, in the end, it will always be creativity and brand building that wins out in the debate of which is more memorable and effective.

Question 26

In The Long and the Short of It (Binet and Field, 2013), an analysis conducted in 2011 on 996 case histories and submitted to the IPA Effectiveness Awards competition, it recommnds?

Answer 26

recommended that brands allocate budgets to both ‘brand-building’ and ‘activation’ activity.