Binet & Field
[[The Long and Short of it.pdf]]
#Limitations
- Analyzing only entrants to the IPA Effectiveness Awards to determine marketing effectiveness principles introduces several sampling biases that can limit the generalizability and accuracy of insights, including:
- Agencies are unlikely to submit campaigns that are average or unsuccessful, obscuring which tactics are particularly ineffective.
- The awards tend to favor large brands with significant budgets, experienced teams, and access to sophisticated tools for campaign development and evaluation, meaning that conclusions may not apply to low-budget or resource-limited contexts.
- Campaigns that use econometrics or other rigorous measurement techniques are more likely to be submitted, potentially sidelining innovative but less quantifiable approaches.
- Certain industries (e.g., consumer goods) may be overrepresented due to their frequent use of advertising.
- Survivorship bias: "Often winners will share a common trait that is utterly unrelated to their ultimate achievement. Or it’s a trait that plenty of the losers have too, but nobody’s paying them any attention." (Harry Guild, BBH London)
"The 3rd Age of Effectiveness"
Attention and effectiveness, Why one makes a difference to the other (Field with Robert Brittain)
The Effectiveness Code (Field with James Hurman)
#Limitations
- Introduces a composite metric called "Creative Commitment", described as a function of media budget, duration, and number of media channels, but doesn't divulge how exactly it weights these factors relative to each other.