Advertising Principles - Evidence-based principles

Dictionary of terms used in Advertising Principles

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Term Definition
IPA (Institute of Practitioners in Advertising)

A U.K. organization that has been conducting awards competitions to recognize campaigns that clearly demonstrate advertising effectiveness. The awards began in 1979. As of 2009, there were over 830 tested case histories summarized in 17 volumes, and accessible through and the World Advertising Research Center (

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