News & Events

IPA launches marketing effectiveness guide

Date posted:

11th June 2008

Marketers can now benefit from a new guide to help them improve their work.

A new guide that seeks to change the way companies evaluate the effects of their marketing efforts has been launched.

The best practice guide by the Institute of Practitioners in Advertising (IPA) offers tips on how organisations can determine the efficiency and success of marketing campaigns and the value they add to companies.

Releasing the guide, director-general of IPA Hamish Pringle said: "To get marketing's contribution to business growth recognised, it is essential that marketing directors and procurement understand how to measure marketing payback correctly."

This, he said, would enable companies to justify the effectiveness of marketing campaigns and allow them "demonstrate credibly to the board the profit their campaigns generate".

Some of the tips offered include the need to recognise that revenue is not the same as profit and ensuring that the correct profit margin is used.

The IPA is the UK's leading trade and professional body for advertising, media and marketing communications agencies. Earlier this month, it admitted three advertising agencies into its membership, raising the number of companies under its partisanship to 276.

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