9. “We value most highly what we can measure”
John Banham, ex Director General CBI
10. To speak intelligently about how and why advertising works uses
A completely different conceptual language from the language
of business investment. The difficulty the advertising industry
still faces is that advertising creative decisions form the
battleground where the concepts and language games of
capitalism, return on investment, payback, balance sheet, meet
the language of human communication, motivation
and emotional influence
Gary Duckworth 2002
32. Emotional impact better predicts business
effect than traditional pretest measures
Month Yr
32
2.67
1.67
2.00
2.33
1.78
2.56
2.00
2.33
1.78
2.56
1
2
3
Best 9
Ads
Bottom 9
Ads
Best 9
Ads
Bottom 9
Ads
Best 9
Ads
Bottom 9
Ads
Best 9
Ads
Bottom 9
Ads
Best 9
Ads
Bottom 9
Ads
Emotion‐into‐
Action
Persuasion Established Industry
Cut‐through
Measure Equivalent
Specific
Key Message
On Message
Base: 18 ads for which business effectiveness data is available from the IPA
Brand Linkage
33. Summary:
Finding Humanity in Numbers
1. Why numbers matter to clients – the human
story
2. Speaking ‘conversational- level’ numbers
3. Seeing the human story in the numbers