IPA Eff Test

CONTINUOUS PROFESSIONAL DEVELOPMENT FROM THE IPA

Further Reading
The following items are suggested further reading which should enrich and deepen your
understanding of some of the themes discussed within this qualification.
You are not expected to read all of these in depth but we hope they are useful starting points
for you to pursue those topics that most interest you. This is by no means comprehensive or
exhaustive and you will almost certainly have other references which you can draw on.

Reading List

How Brands Grow (Byron Sharp)

o How Brands Grow sums up decades worth of research from around the world into
consumer buying behaviour and shows that many common assumptions about
how marketing works are wrong. Compulsory reading!

Marketing in the Era of Accountability: Identifying the Marketing Practices and

Metrics That Truly Increase Profitability (Les Binet & Peter Field)
o A summary of the evidence from 25 years of advertising effectiveness cases, this
book confirms that (as Heath would predict) emotional priming has much bigger
effects than rational messaging in most contexts, and that (as Earls would agree)
herd effects can massively increase effectiveness.

The long and the short of it balancing the short and long term effects of
marketing (Les Binet & Peter Field forthcoming)
o Our new report shows that the key to the effectiveness of emotional advertising is
that it produces much longer term effects, and in particular it is good at reducing
price sensitivity, which is the most profitable effect advertising can have on a
business.

Thinking Fast and Slow (Daniel Kahneman)

o The only psychologist to win a Nobel Prize for economics, Kahneman is the
godfather of behavioural economics. This book explores System 1 and System 2
primarily from an experimental/behavioural point of view.

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Descartes' Error: Emotion, Reason, and the Human Brain (Antonio Damasio)
o This book approaches the emotional/rational aspects of decision making from a
neuroscience perspective, showing how the irrational nature of our choices links
to the structure of the brain.

Seducing the Subconscious: The Psychology of Emotional Influence in Advertising

(Robert Heath)
o Heath summarises all the main psychological literature relating to how ads work,
and concludes that the conventional model used by the marketing industry is
flawed. Ads can work without containing a rational message, and without us
paying attention to them. Whats more, they sometimes work better if we dont
really pay attention, because when ads seduce us at a subconscious level we are
unable to counter-argue them. Controversial stuff, but backed by lots of
experimental work.

Herd: How to Change Mass Behaviour by Harnessing Our True Nature (Mark Earls)
o Here, Earls goes further and looks at the effects of marketing on groups, rather
than individuals. He shows how groups behave in ways that are not immediately
predictable from the behaviour of individuals, and that this can lead to huge
effects.

Big data - a revolution that will transform how we live, work and think (Vikto
Mayer-Schonberger and Kenneth Cukier)
o Big data will change the way we live, work and think. Big data is based on the
ability to harness information in novel ways to produce useful insights and
services of value. This big data will become a critical source of economic value and
a source of innovation. We still have only just scratched the surface over what big
data can do (not that it is a perfect elixir).

Marketing and the Bottom Line (Tim Ambler)

o Like an athlete monitoring performance for personal bests and the desire to break
records, now is the time for companies to get into training. Business is not just
about analysing what you've done in the past, it's about what you are going to do
in the future and whether you are in shape to achieve those goals. Marketing has
an important role in the fitness regime; make sure it works for you.

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Start with Why How great leaders inspire everyone to take action (Simon Sinek)
o People dont buy What you do nor How you do it. They buy Why you do it. Telling
people our Why (i.e. our driving purpose, values and beliefs) connects with people
at a deeper level than functional benefits ever can. It helps brands differentiate
themselves and leads to greater loyalty, higher price points and more successful
new product launches. For an organisation, its Why helps attract the right type of
people and keeps the organisation focused and on track. The leaders Why
inspires others to follow. It leads to greater commitment and the ability to better
withstand the trials and tribulations of a team.

How We Decide (Jonah Lehrer)

o Another behavioural economics book similar to Nudge. This book explores the
science of how we make good and bad decisions. It challenges our cultural focus
on rational decision-making (through use of anecdotes and experimental
evidence), suggesting instead that good decision-making is made through both
the emotional and rational parts of the brain working together.

Obliquity Why our goals are best achieved indirectly (John Kay)
o The book is built upon the principles of complexity and systems theory. We are
not totally rational in our decision-making hence rational approaches do not
always work (especially if the situation is complex). We falsely believe the
optimum root to a quality decision is to evaluate all the options and then
implement the best one. But the world is too complex for this to work in reality.
We never have complete information and cannot control everything. Thus any
decision we make has resultant consequences that change the system we are
trying to influence potentially nullifying the effect of our decision-making. In
such complex environments we are better to iterate towards a solution, constantly
adapting to the changing environment (rather than devising the grand strategy).

Advertising Works 21
o Advertising Works 21, edited by Convenor of Judges Marie Oldham, showcases 24
prize winning 2012 IPA Effectiveness Awards papers in full, including John Lewis,
Walkers and Yorkshire Tea. The book also features insight and analysis from
experts across the advertising industry, including themes on the power of emotion
in driving effectiveness and 21st century measurement tools.

Advertising Works 20
o Advertising Works 20 is edited by Charlie Snow and showcases the 15 prize
winning 2011 IPA Effectiveness Awards papers in full, including Aquafresh Kids,
Fiat, first direct and Marie Curie Cancer Care. The book also features insight and
analysis from experts across the advertising industry which complement the
invaluable information on brands and markets from the case studies.

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Advertising Works 19
o Advertising Works 19 is edited by David Golding and showcases 25 prize winning
2010 IPA Effectiveness Awards papers including Audi, Barclaycard, Bisto, Heinz,
Hovis, HSBC, Sainsbury's, Self-Assessment, T-Mobile, and Wispa. Also includes
insights on the recession, how advertising works in the short term and the
measurable link between creativity and effectiveness.

Advertising Works and How

o 'Advertising Works and How' was published to mark the 25th anniversary of the
IPA Effectiveness Awards and edited by Laurence Green, Planning Partner at
Fallon, Advertising Works And How guides the reader through the thirteen Grand
Prix winners to date and reveals what made these campaigns so successful.

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