amazon.co.uk, october 2018 available from ipa.co.uk or … · source: ipa databank, 2012-2016...
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Brand-Activation balance matters
Source: IPA Databank, 1998-2016 for-profit cases
Peak at 62% brand
20% loss of effectivenessBrand remains strong
56% loss of effectivenessBrand weakens
Effectiveness in Context, an IPA Databank publication, Oct 2018
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Flexing the 60:40 rule
If activation is easy, down-weight it If brand building is easy, down-weight it
Effectiveness in Context, an IPA Databank publication, Oct 2018
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Online research makes activation easier
Source: IPA Databank, 1998-2016 for-profit cases
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Online selling makes activation easier
Source: IPA Databank, 1998-2016 for-profit cases
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Subscription makes activation easier
Source: IPA Databank, 1998-2016 for-profit cases
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Innovation makes activation easier
Source: IPA Databank, 1998-2016 for-profit cases
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So brand building is becoming more important, not less
Source: IPA Databank, 1998-2016 for-profit cases
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And ideal balances vary across sectors
Source: IPA Databank, 1998-2016 for-profit cases
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Including the NFP sector
Source: IPA Databank, 2012-2016 not-for-profit cases
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Brand under-investment is damaging effectiveness in most sectors
76% Correlation
Other services
Financial services
Durables
FMCG
Retail
Source: IPA Databank, 2006-2016 for-profit cases