Tag: IPA Databank

💎 On setting better objectives (a goal without a plan is just a wish)

Well, because there is evidence from the IPA Databank that better objective setting leads to more effective campaigns. Best practice is to identify exactly what business results you want. And exactly what you need people to think, feel and do in order to deliver those results.

The Databank also reminds us that reach and ‘Share of Voice’ (SOV) are crucial. No matter how well thought through your objectives, or how good your creative work, a campaign can’t deliver unless it reaches enough people. It’s also unlikely to succeed if it doesn’t outshout the competition. These are basic hygiene factors, but too often ignored by the wishful thinkers of marketing.

So let’s stop dreaming. By all means let’s be ambitious. But root your ambitions in knowledge and reality. Remember: ‘A goal without a plan is just a wish’.

Excerpt from: How not to Plan: 66 ways to screw it up by Les Binet and Sarah Carter

💎 On the discrepancy between how important music is in ads and how little attention it gets from marketers (less than 0.1%)

Our disregard for the importance of music shows when we look at research literature. Of over 48,000 articles on the WARC database, only 10% of them mention music at all. Only 29 (less than 0.1%) discuss it in any detail. But the research that has been done on the effects of music suggests these are far greater than we seem to assume.

Research shows that music increases the attention paid to ads as well as recall of brand and message. We suspect these effects may be very long term. Think about the ads we remember word for word from childhood – it’s highly likely they used music.

It’s striking how often music is central to these famous campaigns. It’s estimated that the free media exposure arising from the music in John Lewis’s Christmas ad each year increases campaign impact by around 75%.

Given all this, it’s perhaps not surprising that the IPA Databank shows that TV ads using music prominently are significantly more effective than ads that don’t, enhancing effectiveness by 20-30%.

So, over a fifth of the effect of an ad may come from its music – meaning choice of music can easily determine whether or not the ad pays for itself.

That’s too important to leave to the last minute.

Excerpt from: How not to Plan: 66 ways to screw it up by Les Binet and Sarah Carter