- Subject index
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Chapter 27: Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards
Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards
The Awards Scheme and Its Context
The Institute of Practitioners in Advertising's Advertising Effectiveness Awards are presented biennially based on a competition run under the auspices of the Institute of Practitioners in Advertising (IPA), the U.K. advertising agency trade association. The aims of the IPA in presenting these awards remain the same as when they were set up in 1980:
- To generate a collection of case histories that demonstrate that, properly used, advertising can make a measurable contribution to business success[Page 386]
- To encourage advertising agencies (and their clients) to develop ever-improving standards of advertising evaluation (and, in the ...