Where to listen
0:53 – Introduction to Dr Grace Kite’s latest research on the advertising industry. 2:14 – There is no overspend on digital. ROI is highest when 40-50% of budgets go towards online channels. 3:45 – Returns from advertising are on the up: effectiveness dipped markedly in 2016 but has recovered since. 5:28 – IPA Effectiveness Award winners are atypical and should be treated as such. 06:19 – Introduction to Peter Field’s new research on brand purpose effectiveness. 07:10 – Outline of the research. 08:20 – Well-executed purpose campaigns drive physical and mental availability, drive trial and market share performance. 09:42 – A purpose strategy can help engage suppliers or distributors. 10:28 – Criticisms of the research. 11:30 – Introduction to Orlando Wood’s research on attention. 12:41 – The research that underpins his work. 14:56 – Comparisons with Karen Nelson-Field’s work on attention. 16:25 – Does Creative inform media or is it the other way around?