In this presentation, BrainJuicer outlines the key takeaways from the IPA's "The Long and the Short of It" - namely, that emotional advertising is more effective than rational advertising. For more about emotional advertising, check out FeelMore50 - a ranking of the Top 50 emotional ads of 2013: http://feelmore.brainjuicer.com/feelmore50/

1. The Long and the Short of It
A synopsis of the
Institute of Practitioners in
Advertising (IPA) study on
advertising effectiveness
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2. It’s now over 130 years since
retail magnate John
Wanamaker said:
It’s the most famous
problem in
marketing.
I know only half of
my advertising
works. The
problem is, I don’t
know which half.”

3. The Institute of Practitioners in
Advertising (IPA) commissioned
analysts and ad experts Les Binet and
Peter Field to look at the dilemma of
advertising effectiveness in
“The Long and the Short of It”
(available on the IPA website).
Their analysis looks at 996 campaigns
over 30 years. It covers over 700
brands, in 83 different categories.
It’s as good an answer to the
Wanamaker problem as we have.
Here’s our synopsis of what Les and
Peter found…

4. 44
Short and long-term advertising
effects work in different ways.

5. 55
The big payback comes from
long-term effects. Long-term
profit effects are more than
twice as big as short-term.

6. 66
Driving volume is not enough –
really profitable advertising
supports price, too. Volume
effects are immediate, but price
effects take much longer.

7. 77
Discounting is
dangerous - it erodes
long-term profit.

8. 88
Short term or long
term, salience is
crucial. Even better,
aim for fame. Fame
makes your money
go 4 times further.

9. 99
Emotions are more powerful than rational messages,
especially over the long term. Emotions have more
effects, and they last longer. They are twice as efficient
as rational messages, and deliver twice the profit.

10. 1010
Share of voice still
matters. Set share of
voice above market share
for growth.

11. 1111
Supporting brand
building with
activation channels
can double
efficiency.
The ideal budget split
is around 60% brand,
40% activation.

12. 1212
Advertising does
NOT need to be
persuasive to work.

13. 1313
Loyalty is NOT the key to effective marketing.

14. 1414
Tight targeting is NOT necessary for success.
The broader your reach, the better.

15. 1515
The internet is NOT killing TV
advertising – it’s making it work
better.

16. 1616
“Real time” metrics are
NOT a reliable guide to
long-term payback.

17. 1717
Creativity is the key to fame AND
emotion. Creativity can make
your money go 10 times further.

18. 1818
Emotional brand
building is the key to
long-term profit.

19. Binet and Field’s provocative discoveries challenge
the conventional wisdom on marketing and pre-
testing. Research on behavioural science and how
consumers really make decisions supports this
formula for long and short-term advertising
effectiveness.
“The Long and the Short of It” is available on the IPA
website (www.ipa.co.uk).
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20. We’d be happy to help.
If you would like to learn how to apply the principles of
“The Long and the Short of It” to achieve behaviour
change and famous 5-Star marketing, contact us at
5-starmarketing@system1group.com.
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