Excellence in Advertising, Second Edition (Chartered Institute of Marketing)

326 Pages·1999·30.35 MB·English

by  Leslie Butterfield

Excellence in Advertising
The Institute of Practitioners in Advertising is the trade association and
professional body for UK advertising agencies. Its mission is to serve, promote
and anticipate the collective interests of advertising agencies; and in particular
to define, develop and help maintain the highest standards of professional
practice within the advertising business.
The IPA's Seven Stages training programme, from which these contributions
are drawn, provides continuous professional development for agency people
from trainee to chief executive. Each course and workshop has been developed
to provide the learning and support required at a particular stage in
development, to encourage excellence at every level. This book and the Seven
Stages programme are examples of the IPA mission in action.
IPA
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Excellence in Advertising
The IPA guide to best practice
Second edition
Edited by
Leslie Bu tterf iel d
Published in association with the Institute of Practitioners in Advertising
ELSEVIER
BUITERWORTH
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AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD
PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO
Elsevier Butterworth-Heinemann
Linacre House, Jordan Hill, Oxford OX2 8DP
200 Wheeler Road, Burlington, MA 01803
First published 1997
Reprinted 1997 (twice), 1998
Second edition 1999
Reprinted 2000,2001,2003 (twice)
Copyright 0 1999, Leslie Butterfield. All rights reserved.
The right of Leslie Butterfield to be identified as the author of this
work has been asserted in accordance with the Copyright, Designs
and Patents Act 1988
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British Library Cataloguing in Publication Data
Excellence in advertising: the IPA guide to best practice, 2nd. ed.
1. Advertising
I. Butterfield, Leslie
659.1
Library of Congress Cataloguing-in-PublicationD ata
A catalogue record for this book is available from the Library of Congress
ISBN 0 7506 4479 6
For more information on all Butterworth-Heinemann
publications please visit our website at www.bh.com
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This book is dedicated to the late Charles Channon, author of the original IPA
Seven Stages programme and inspiration to many of the contributors to this
book
Books in the series
Below-the-line Promotion, John Wilmshurst
The CIM Handbook of Export Marketing, Chris Noonan
The CIM Handbook of Selling and Sales Strategy, David Jobber
The CIM Handbook of Strategic Marketing, Colin Egan and Michael J. Thomas
CIM Marketing Dictionary (fifth edition), Norman A. Hart
Copywriting, Moi Ali
Creating Powerful Brands (second edition), Leslie de Chernatony and Malcolm McDonald
The Creative Marketer, Simon Majaro
The Customer Service Planner, Martin Christopher
Cybermarketing, Pauline Bickerton, Matthew Bickerton and Upkar Pardesi
Cyberstrategy, Pauline Bickerton, Matthew Bickerton and Kate Simpson-Holley
The Effective Advertiser, Tom Brannan
The Fundamentals and Practice of Marketing (third edition), John Wilmshurst
The Fundamentals of Corporate Communication, Richard Dolphin
Innovation in Marketing, Peter Doyle and Susan Bridgewater
Integrated Marketing Communications, Ian Linton and Kevin Morley
lnternational Marketing (third edition), Stanley Paliwoda and Michael Thomas
Key Account Management, Malcolm McDonald and Beth Rogers
Market-led Strategic Change (second edition), Nigel Piercy
The Marketing Book (fourth edition), Michael J. Baker
Marketing in the Not-for Profit Sector, Margaret Kinnell and Jennifer MacDougall
Marketing Logistics, Martin Christopher
The Marketing Manual, Michael J. Baker
The Marketing Planner, Malcolm McDonald
Marketing Planning for Services, Malcolm McDonald and Adrian Payne
Marketing Plans (fourth edition), Malcolm McDonald
Marketing Professional Services, Michael Roe
Marketing Research for Managers (second edition), Sunny Crouch and Matthew Housden
Marketing Strategy (second edition), Paul Fifield
Practice of Advertising (fourth edition), Norman A. Hart
Practice of Public Relations (fourth edition), Sam Black
Profitable Product Management, Richard Collier
Relationship Marketing, Martin Christopher, Adrian Payne and David Ballantyne
Relationship Marketing for Competitive Advantage, Adrian Payne, Martin Christopher, Moira Clark
and Helen Peck
Relationship Marketing: Strategy and lmplemenation, Helen Peck, Adrian Payne, Martin
Christopher and Moira Clark
Retail Marketing Plans, Malcolm McDonald and Christopher Tideman
Royal Mail Guide to Direct Mail for Small Businesses, Brian Thomas
Sales Management, Chris Noonan
Strategic Marketing Management, Richard Wilson and Colin Gilligan
Tales From the Marketplace, Nigel Piercy
Total Relationship Marketing, Evert Gummesson
Trade Marketing Strategies, Geoffrey Randall
Forthcoming
Direct Marketing, Brian Thomas
Principles of Customer Care and Service Quality, Colin Gilligan and Laurie Young
Services Marketing, Colin Egan
Contents
List of contributors ix
Foreword xv
Preface xvii
Acknowledgements xix
Building successful brands 3
Peter Doyle
The advertising contribution 25
John Bartle
An overview of the pressures on the client 45
Mike Sommers
Strategy development 63
Simon Clemmow
Quantitative data and advertising strategy development 83
Chris Forrest
Analysis and interpretation in qualitative research: a researcher's
perspective 109
Roddy Glen
Creative briefing 135
Gary Duckworth
viii Con fenf s
8 Creative briefing: the creative perspective 161
Steve Henry
9 Getting the best out of people in advertising 177
Richard Hytner
10 The strategic importance of media 193
Andy Tilley
11 Evaluating advertising 215
Tim Broad ben t
12 Total communications strategy 231
Tim Pile
13 Is there a role for advertising as a driver of loyalty? 247
Andrew Crosthwaite
14 Advertising and shareholder value 265
Leslie Butt erfield
Index 297
Contributors
John Bartle (Joint Chief Executive, Bartle Bogle Hegarty)
John Bartle began his career in 1965 with Cadbury's (later Cadbury
Schweppes) as a marketing graduate trainee and worked there for eight years,
latterly as Marketing Services Manager for the company's Foods Group. He left
Cadbury Schweppes in 1973 to become a co-founder of the London office of the
advertising agency TBWA. Initially TBWA's Planning Director, he became Joint
Managing Director, with Nigel Bogle, in 1979, a position he held until leaving
to start Bartle Bogle Hegarty in 1982. He was President of the IPA (Institute of
Practitioners in Advertising) from 1995 to 1997, spent a number of years on the
Council of the Advertising Association and is a Visiting Professor of Marketing
at the University of Strathclyde.
Tim Broadbent (Managing Partner, Young & Xubicam)
Tim graduated from Sussex University in 1976 with a degree in Philosophy and
another in Metaphysics. He joined Beecham in the marketing department, then
switched to account planning at BMP. He was a board planning director of
FCB, Saatchi & Saatchi and WCRS before joining Y&R as Head of Planning in
1994. He is also one of the agency's Managing Partners. He is the only person
to have won two Grands Prix in the IPA Advertising Effectiveness Awards, for
John Smith's and BMW, and won Five Stars for Colgate in the 1998 Awards. He
is Convenor of Judges of the 2000 Awards.
Leslie Butterfield (Chairman, Partners BDDH)
Leslie Butterfield graduated in 1975 with a First Class Honours degree in
Business Studies and an MA in Marketing from Lancaster University. He