BOOKS & MAGAZINES ON MARKETING / ADVERTISING
You can find out about the best publications in the field, information, reviews and direct ordering, by clicking the bookstore here. Books, magazines, journals, the latest best sellers, and classic productions that never date.
Important new books: click on the titles to find out more and/or buy them on line.
Is your advertising working? A guide to evaluating campaign effectiveness, by Colin McDonald, published June 2003. A guide to state-of-the-art thinking on:
- Measuring and
understanding campaign results
- Setting
appropriate objectives
- How consumers
respond to advertising
- Short and
long-term effects
- The best ways to monitor advertising performance
Copy testing: practice and best practice, by Tim Ambler and Scott Goldstein. A best practice guide to pretesting, based on a critical analysis of common measures and evidence from advertisers, research suppliers and agencies.
What is Brand Equity, Anyway , by Paul Feldwick, explores the way in which brands work, the factors that define the making of a strong brand and how brand strength can be measured and monitored. Paul has long been one of the most respected commentators on branding and advertising effectiveness. This new book builds on and takes farther his seminal MRS Conference paper of a few years ago.
The Hidden Power of Advertising , by Robert Heath. Contrary to the view that advertising is only effective if it generates high levels of interest and awareness, Heath shows that advertising is able to create meaningful and enduring brand associations, even when we pay virtually no attention to it. The mechanism - low involvement processing - has been a major factor in the success of mega-brands in markets as diverse as insurance, cars, cigarettes and beer.
Books by Colin McDonald (click as shown for more information and/or to buy):
"How Advertising Works: a review of current thinking", Advertising Association and NTC Publications Ltd, August 1992. Click here.
"Sampling the Universe: the growth, development and influence of market research in Britain since 1945", with Stephen King (ed. John Goodyear), NTC Publications Ltd and The Market Research Society. 1996 (commissioned to celebrate the Society's 50th anniversary). Click here.
Admap monographs:
- Monitoring advertising
performance. A review of expert
thinking on how advertising works and how advertising
effects should be evaluated.
- Pre-testing
advertisements. An overview on the
importance of advertisement pre-testing and how it
should be used, reviewing the main approaches to
advertisement pre-testing used in Europe and the US.
- Tracking advertising and monitoring brands. Examines in detail the importance of tracking and includes an in-depth review of the different methods of measurement available.
Conferences on marketing and advertising.
Find out what is coming, and book your place, by clicking the conference menu.
Online services.
Other information sources of proven value to advertising, media and marketing professionals are the WARC on-line database of advertising and marketing knowledge, and the European Media Center. With these to hand, you will never be short of the information you need for strategic and tactical decision-making. They include not only the largest collection of authoritative articles ever assembled, but an unrivalled collection of case histories, including all the IPA submissions and many other sources. Click here to get your free trial and subscribe to these invaluable services.
