Best Practice: Advertising & marketing communication...

 

This paper provides an overview of the characteristics of the outdoor medium, including recent technological and format developments. The paper also covers the outdoor audience, the best uses of outd ...

This best practice piece on briefing agencies covers changing trends in agencies, and the importance of the agency and client working together to provide a fully crafted creative brief. It covers the ...

This paper provides a guide to the definitive thinking on setting budgets - 'an under-exploited field of expertise' - focusing on the task-and-objective approach. It argues that the growing pressure ...

Most markets experience sales variations relating to the time of year. Broadbent’s studies show that counter-seasonal advertising and marketing have rarely reaped long-term rewards, although he recog ...

This paper acknowledges that agencies have come under a variety of pressures in the last 20 years, which have greatly impacted both their structures and functions. The fragmentation of the media marke ...

This paper includes an historical look of how agencies have been remunerated for their work, including a brief examination of the main approaches currently in use (commission, fees, incentives and hyb ...

This paper provides an account and overview of what it calls an 'age-old' technique. It covers possible celebrity roles in ads - 'brand spokesperson' or 'added interest' - as well as noting the PR and ...

This paper provides an overview of pre-testing, which it defines as: 'trying to establish, in advance of airing the ad(s), whether they will achieve their objectives'. In addition to a listing of crit ...

This paper provides an overview of sponsorship, one of the fastest-growing forms of marketing. It covers issues such as planning sponsorship (defining objectives, selecting the right vehicle), impleme ...

This paper provides an overview of, and guide to, the process involved in selecting an advertising agency, from the decision to seek one through to the pitch and selection process itself. Like all pap ...

This paper discusses the growth of internet advertising. He outlines the wide range of communication possibilities, and gives guidance on how the plan and manage internet advertising campaigns.

Semiotics is the science of interpreting signs and symbols. This paper seeks to de-mystify the concept of semiotics and to explain how a brand communicates with consumers through a series of unspecifi ...

This paper examines techniques used to research newspapers. It notes that whilst the medium is diverse and complex, the characteristics of newspaper ads and advertising practice remains broadly const ...

This paper addresses the tracking of advertising and marketing communications. It outlines the history and uses of tracking; what is actually measured; ad exposure; brand measures; benchmarks and obje ...

This paper discusses what creativity is; the creative process; recognising creativity; managing creativity; and concluding with a discussion whether creativity actually works. It also notes the divide ...

This paper considers integrated marketing (IMC) and offers some advice on how to get your strategy right. Detailing: ownership of the process; structural issues; planning and implementing IMC; measur ...

This paper considers global advertising and the globalisation of brand communications. Detailing the idea of centralisation; global vs. local; and how global advertisers approach the issues raised vis ...

Considers the effects of long-term advertising and how to measure long-term ad influence. Detailing evidence for long-term effects; approaches to estimating long-term effects, i.e. modelling, looking ...

Examines the question, ‘is your advertising working?’, and the impact such an enquiry has on the accountability, measurability and effectiveness of advertising. Covers setting clear objectives for a c ...

Discusses the nature of attention, the importance of media selection (clutter etc), the use of creative to attract attention and the implications for advertising research. Like all papers in the WARC ...

This paper reviews the role of music in advertising. It cover objectives which the author lists as gaining attention, creating a mood, giving pace and energy, making the ad more likeable, improving me ...

This paper addresses the use of humour in advertising, explaining how it can be cognitive, affective or both. The reasons for using humour and its drawbacks are discussed. The accepted wisdom that hum ...

This paper provides on overview of the direct marketing industry. It defines the two key elements of the medium - direct contact (mail, telemarketing etc) and direct response (media advertising). T ...

This paper provides an overview of the fundamental issues of sales promotions, including: planning and budgeting, types of promotion, control and implementation, evaluation and the role of promotions ...

This paper provides is a wide-ranging description on the reasons why corporate advertising is needed and its key traits. It outlines the need for communication, especially with shareholders and potent ...

Provides an overview of PR as a marketing tool, including an examiniation of its competing definitions, the planning process invloved in developing PR campaigns, typical features of PR programmes (e.g ...