CREDENTIALS
Colin McDonald started McDonald Research at the beginning of 1991. Before that, he had spent about 30 years in market research. First with Reckitt and Colman Ltd, then with the British Marketing Research Bureau, and finally with Communication Research Limited, as Chairman. He has been a full member of the Market Research Society since 1967, holds the Society's Gold Medal, and was elected a Fellow of the Society in 1998.
Colin McDonald's client list over the years has included companies in many consumer and industrial markets, UK government departments (including the COI and the electoral commission), media owners (print, broadcast and outdoor), advertising and research agencies. He is an external research associate of the Ehrenberg-Bass Institute (Director, Professor Byron Sharp), University of South Australia, Adelaide, which carries out an ongoing investigation into the science of marketing and buyer behaviour, funded by leading advertisers.
Colin McDonald has had many papers and articles published, mostly on advertising research and related matters, and has been many times a speaker at conferences and seminars sponsored by, among others, the Market Research Society, ESOMAR, the Advertising Association, and the Advertising Research Foundation in New York.
Books include:
1) "How Advertising Works: a review of current thinking", Advertising Association and NTC Publications LTS, August 1992. Click here for information.
2) "Advertising Reach and Frequency", Association of National Advertisers, New York, 1995.
3) "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 for more information.
4) Editor, with Phyllis Vangelder, of the ESOMAR Handbook of Marketing and Opinion Research, 4th Edition, ESOMAR, 1998.
All of these books were commissioned.
Colin is also the author of the following Admap Monographs:
1) Pre-testing advertisements (1997). 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.
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2) Tracking and advertising and monitoring brands (2000). Examines in detail the importance of tracking and includes an in-depth review of the different methods of measurement available.
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3) Is your advertising working: a guide to evaluating campaign effectiveness (2003). A complete rewrite of Monitoring Advertising Performance (1997).
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Colin has just finished 4 and a half years as Editor of the International Journal of Advertising but remains on its editorial board, and is on the advisory board (as a former editor) of Admap, the leading marketing trade monthly magazine.
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