Customer Relationship Management (CRM): Retention

 

Argues that the use made by agencies of the technology currently available for electronic planning and buying is less than is superficially believed. Advertising agencies are backward in using, or eve ...

A discussion of the development, present state and future prospects of account planning in advertising agencies. The article first reviews the factors which led to the introduction of account planning ...

The Chairman of the JICNARS EML Technical Study Group outlines the philosophy and approach underlying the development of the new technique, and the problems that arise when the search for greater accu ...

Discusses the post-exposure evaluation of advertising: the underlying theory and, in detail, the sort of information which should be collected and how it should be handled. Three types of evaluation r ...

This article, by the chairman of the JICNARS `Extended Media List' Study Group, outlines the main findings of the experimental work conducted by the Study Group, which have been published by JICNARS ( ...

Introduction to papers from the first International Readership Research Symposium held in New Orleans, February 1981.

Point-of-sale is also a medium, and deserves as much care as any other. The triangular relationship between manufacturer, retailer and customer is discussed; each member both sends and receives messag ...

Describes how market research can best be tailored to company marketing objectives. Using as an example a company with multiple brands in a single product category, the author discusses the type of re ...

Reviews the recent history of the relationship between television companies and agency media departments, including the effects of the 1970s recession and the Price Commission. Excess of demand has le ...

Outlines the historical background, concept and development of account planning. Argues that a separate account planning department in an agency is the only way of achieving the benefits of bringing t ...

The Chairman of ENAB and MD of the Westminster Press discusses the function of marketing in regional newspapers, and the need for adequate communication with advertisers and agencies. The importance o ...

Follows discussion by Brian Jacobs and Daz Valladares (Admap May 1979, no.1553) on what agencies want from press research. Suggests that many sections of the industry do not sufficiently recognise tha ...

Discusses SORBA (a System for Optimising Regional Budget Allocation). Looks at its first year of application after being announced in October 1977. STAGS have offered the system free, and most runs ha ...

A discussion of measures of reading behaviour. The 1972 Reader Categorisation Study (RCS) provided highly relevant data on differences in reading behaviour between primary and secondary readers. Compa ...

The computer comes to media buying. Introduces articles by B. Robson, F. A. Fowler, N. Shepherd-Smith, A. Thorburn and M. Donovan.