The Effect Book: How to create advertising that works 

The book that gives you 10 principles for creating advertising that works.

It's more challenging than ever to be an advertising buyer. There are more choices, more noise about what works, and less time to succeed than ever before.

The Effect Book is a practical tool for how to get the basics right, demonstrated through a summary of a number of best-practice effectiveness case studies from ANFO and STELLA, as well as a discussion of the marketing theory that underpins these.

Additionally, the authors, in collaboration with ANFO, account for the underlying trends and developments in Norwegian effectiveness cases from 2008 to 2019. The Effect Book thus provides a great overview of how Norwegian agencies and advertisers work to create the greatest possible effect.

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