Small budget okay for effective advertising: APAC Effie & GfK study

10 Dec,2014

By A Correspondent


Advertising effectiveness can be achieved on small budgets and contrary to commenIt has also proven that huge budgets are required to accomplish good campaigns.


APAC Effie, in collaboration with GfK, has released the APAC Effie 2014 Report, an analysis that reveals key insights and trends on effective marketing communication strategies through a study of the APAC Effie Awards cases.


Gathering hundreds of campaigns across 17 markets in Asia Pacific, the study singles out key components to profile the entries and help understand the traits of effective campaigns.  Some of these components include campaign goals, target audience, communication touch points and media expenditure.


Said Rita Chan,Head of Media, GfK Asia: “We are delighted to collaborate with APAC Effie in delivering this report and encouraging thoughtful dialogue about the drivers of marketing effectiveness.”


The findings showed that increasing sales and market share is a common goal in effective campaigns and many speak to the younger audience.


While successful campaigns tend to use more touchpoints in reaching out to their audience, It is hardly surprising that almost all winners used interactive and online to communicate with their target audience. With the evolution of digital media and rapid development of technology bringing a dramatic change in the media landscape and touch points, it is interesting to note that TV and Print are still dominant in this region, appearing in the top third of all touch points amongst both entrants and winners.


Commenting on the release of the APAC Effie Report, Jarek Ziebinski, APAC Effie Awards 2015 Chairman, shared, “We are pleased to work with GfK to produce the APAC Effie Report in the spirit of championing effective marketing. This study draws insights and intelligence that will be very useful for all professionals in our industry across this region.” He further added, “These findings will serve as valuable reference points for marketers to delve deeper into best practices to help them achieve the ROI that they strive for today.”


The report can be accessed by clicking here.



About APAC Effie Awards

Organised by the Confederation of Asian Advertising Agency Associations (CAAAA) and Tenasia Group, APAC Effie Awards honours the region’s most outstanding marketing communication works that have proven results in meeting strategic objectives. APAC Effie aims to champion practices of marketing effectiveness excellence in the Asia Pacific region, and provides the growing industry with a regional platform where the best campaigns are celebrated.


Introduced by the New York American Marketing Association in 1968, the Effie Awards have since been recognised by advertisers and agencies as the pre-eminent award in the advertising industry and global standard of marketing effectiveness excellence. Today, Effie celebrates effectiveness worldwide with the Global Effie, the APAC Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs.


About The Confederation of Asian Advertising Agency Associations (CAAAA)

CAAAA is a non-profit organisation established by advertising agency associations in Asia whose key mission is to further the business interest of advertising companies/agencies in the region.  CAAAA works in close collaboration with stakeholders in the marketing communications industry across the region, including North, South and Southeast Asia, to support uniform professional standards and norms, and to enhance the profile and stature of the industry.


About Tenasia Group

Tenasia Group specialises in staging professional and influential industry events that inspire. Building on their expertise in delivering high-quality industry events, award shows and conferences, Tenasia’s portfolio of businesses aims to provide a platform for the exchange of ideas and knowledge,shaping business opportunities in the region and celebrating achievements in specific fields.


Media Contact: Tenasia Group Pte Ltd

Shanice Soh, Marcom Manager

T: +65-6338-7739 / M: +65 94313487

Chua Bee Hong, Executive Director
T: +65 6338 7739 / M: +65 9271 0900



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