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Mar 20, 2023 · The book by the effectiveness experts challenges the conventional wisdom on how advertising works and argues for emotional over rational communication. Listen to their podcast interview on the book's impact, the performance marketing revolution and brand building online.
Oct 25, 2021 · Peter Field. Last week, Peter Field – a consultant and well-respected expert in advertising effectiveness – published a report with the IPA delving into the contentious subject of brand...
- Jennifer Faull
- Executive Summary
- Keep Calm and Carry on
- Reconsidering Lessons from The Past
- Lesson One: Focus on The Long Term
- Lesson Two: Defend Your Share of Voice
- Lesson Three: Seize Your Market Opportunity
- Lesson Four: Demonstrate Humanity and Warmth
- Guidance For This Recession
As I write this, it looks increasingly certain there’s going to be a recession. It will probably be different to ‘normal’ recessions, but many of the lessons about advertising from previous recessions still apply: 1. Continuing to invest in brand advertising is recommended (if resources are available) but there is a diminished role for short-term s...
Even as we wait to discover just how great the impact of the COVID-19 virus pandemic is going to be on economic activity, it now looks almost certain that there will be a recession. Though governments will move heaven and earth to ensure that it is as short and as shallow as possible, the temptation for many in the business world will be to cut mar...
The lessons for the marketing profession from the 2008 recession in the UK, for example, were clear, but they may not apply fully to our current situation. So with that in mind, to what extent should those lessons apply now?
In the last recession, some advertisers cut brand advertising spend, assuming this to be prudent, and many established media saw advertising revenue fall by 20% or more. However, because this was also the early period of big data, online advertising revenue actually grew by about 20% in 2008. Overall, advertising spend held remarkably steady, but i...
In 2008, some brands cut their Share of Voice (SOV – the percentage of category advertising expenditure spent by the brand), while others raised theirs. We know that SOV is strongly correlated to market share – if we allow SOV to fall below the brand’s share of market then market share is likely to fall over the year following. We therefore know th...
The implication of falling SOV costs is that recessions can be a low-cost growth opportunity for brands. But in this recession, we can also add the opportunity presented by a house-bound population’s growing usage of media such as TV, social and online news channels. We saw in 2008 that the brands that took advantage of lower SOV costs to boost the...
The appropriate tone of advertising in this recession may be different from previous ones and may change over time, so we need to keep a close eye on the live guidance provided by continuous market research studies. In this crisis we are not yet dealing with an elective decline in consumption but an enforced one that, at least for the time being, h...
So, here are seven guidelines derived from adapting previous lessons to this very new situation: 1. Do not hit the panic button and withdraw brand advertising, unless short-term survival depends on it. 2. Resist the pressure to switch advertising spend from brand solely to activation – it makes very little sense to do so, even in the short term. Cu...
Jun 22, 2020 · The Greatest Hits of Binet and Field. I compiled the most important and useful charts in the work of advertising’s ‘Godfathers of Effectiveness’, Les Binet & Peter Field, in this piece, first published by the IPA in 2018. Please download them, use them, share them.
A review of the book by Peter Field and Les Binet, which explores the balance between long and short-term strategies for brands and businesses. The article features interviews with industry experts who share their views on the book's relevance, challenges and adaptations.
Jun 11, 2013 · Les Binet and Peter Field return to explore a vital new how campaign results develop over time. This report focuses on a growing tension that exists between short-term response activity and long-term brand-building.
- Les Binet, Peter Field
Peter Field is an author, consultant and speaker on effectiveness issues in marketing and advertising. He is known for his case study analysis and partnership with Les Binet on topics such as creativity, branding and B2B marketing.
