Effective advertising reports from the IPA
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The IPA series of AdValue downloads

Visit the IPA site, register as a guest (it's very quick) and click on the Bookshop link. You'll see the link to the free .pdf downloads right there. The best of these are the IPA Advalue Series. These are a series of articles by leading practitioners on the effectiveness of advertising.

They are each short 6-10 page reports that cover topics such as:

 How advertising impacts on profitability

 How advertising impacts on share price

 How advertising affects customer loyalty

 How advertising impacts the sales process

 How advertising affects shareholder value

 Advertising and profitability

 How advertising drives sales and profit
Effective advertising reports from the IPA

Well argued and supported with quantitative research, they make great reading for anyone interested in better understanding how advertising really works.

You'll find the IPA at www.ipa.co.uk

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