Pick and Mix: Flexing the Rules

Advertising effectiveness comes from striking a balance of different types of communications, messages, and channels, and assessing and adjusting this mix over time.

The recipe for successful advertising is not to expect just one recipe.Advertising effectiveness comes from striking a balance of different types of communications, messages, and channels, and assessing and adjusting this mix over time.

The brand’s category, market status and age are among factors which affect where this balance should lie for each marketer. That is what analysing evidence from more than 40 years of case studies in the IPA Effectiveness Awards
has taught us.

We’ll be following our own advice. So while this summary highlights some general rules of thumb that the evidence supports, it also shows the benefits of adapting advertising strategy and investment to create the most effective mix for your particular business.