IAPIA

The Institute for Advanced Practices in Advertising (IAPIA) is a public policy think tank established by Smart Communications, Inc in Los Angeles to answer the challenges of the advertising industry’s outmoded business model. It is the work of the Institute to devise and evolve new ideas into new practices through collaboration and evaluation until they can be tested in real world applications and presented for deployment.

Some of these advanced practices have been Adaptive Branding, Lean Advertising Networks, NeoAdvertorials, Transformational Ideation, Relentless Creativity Application and Infectious Knowledge. Each of these initiatives has been launched against the growing threat of Advertising Immunity that is constantly eroding away at the efficacy of traditional advertising methodology to engage the audience. The pages of MadisonAveNew have been the sounding boards by which these emerging principals have been initially exposed and evaluated before being applied to solving real-world marketing challenges. This section will provide you with the latest developments in this brave new world.

Today, you can change the world of tomorrow. Be future in the present. If you would like to join IAPIA please send us an email.

For more information about IAPIA please view , IAPIA pitch, iapia.org and read Lean Advertising White Paper.

→ IAPIA STUDY

Two years ago IAPIA did a study with the help of Cal State University to find out what spheres of influence were meaningful to the largest percentage of a controlled population sample. We cross referenced the results of that study with an even larger web poll. The same four categories emerged to the top: Family Well-being, Financial Security, Personal Growth and Fun and Escape. From those four categories our NeoAdvertising prototypes were developed.

The four NeoAdvertising prototypes are as follows:

Lean Advertising Networks (LAN) Interlocking networks of sponsor produced content that delivers wave after wave of meaningful insight about the four universal topics of interest. LANs are webisotic in nature, with interactive components that are designed to encourage their audiences to contribute their particular experiences to each topic to inspire greater and greater depth of experience.

NeoAdvertorials are dramatically designed as multiple, consecutive print spreads created to run in highly targeted print media. The objective of the NeoAdvertorial is to drive the audience to a topic-specific microsite that examines the given universal topic of interest in depth.

Transformational Ideas, which we touched upon last week are the third component of NeoAdvertising. These are generally associated with game-changing technology solutions or alternative media. An example would be the use of YouTube by real estate developers in downtown Los Angeles to distribute loft tours, or the emergence of “Green” compliance as a B2B marketing platform.

Adaptive Branding Initiatives which encompass an entirely new perspective on traditional branding perspective. Instead of striving for consistency across all points of exposure, Adaptive Brands strive to make their identities relevant and meaningful to the ever-changing interests and issues that define specific audiences over time. Adaptive Brands strive to be known for what they do, not what they say or how they look or feel. Product attributes and benefits are secondary to Adaptive Brand Values which strive to remain in sync with their respective audiences.