Subject Index
 

This article offers some survival tips for chief marketing officers, including the importance of doing your homework before stepping into the role, being fully accountable for all marketing investment ...

Marketing fraud remains a serious problem, even though accountancy practices have been improved to eliminate bad practices and legal frameworks have been tightened (e.g. the Sarbanes Oxley Act). Some ...

Alvin Silk, Lincoln Filene Professor Emeritus at Harvard Business School, and Ernst Berndt, Louis B Seley Professor of applied economics at MIT Sloan School of Management, discuss an econometric study ...

Describes Ad-ID, a Web-based system developed by the AAAA and ANA to build a universal standard for the advertising industry. It is like a barcode which uniquely identifies every advertising asset a c ...

Discusses the increasing involvement of advertisers' procurement and strategic sourcing departments in producing advertising. Although advertisers' marketing departments as well as agencies often disl ...

Marketers are losing faith in advertising agencies’ ability to control production costs of traditional advertising (TV commercials), and are tending to move towards alternatives (rich media, etc.), ta ...

The principles of `procurement’ have evolved from being a set of purchasing techniques to being an integral part of business management in which value is increased and waste avoided. Agencies are wary ...

Describes the new Sarbanes-Oxley (SOX) Act in the US, whose objective is to improve firms’ accountability so as to avoid Enron-type scandals. Article focuses on Section 404 (SOX 404), which addresses ...

Details the curious relationship between marketing and procurement; arguing procurement is here to stay; outlining good and bad usage, and procurement trends.

Paul Sherman, founder of Broaden, a purchasing strategy consultancy, believes the role of the procurement officer in negotiating agency remuneration is here to stay. He outlines the reasons why and d ...

In this edited version of a presentation given by Graham Beckett at the Results International Conference in Seville, October 2003, he argues that since the demise of commission remuneration for agenci ...

The author argues that client-side marketing executives must implement media plans and media buys that are accountable. To do this they must develop media guidelines that evaluate the ad agency media ...

This article describes AdiX (Advertising Information Exchange), an advertising agency management tool, which enables client and agency to track projects and campaigns (even complex, multinational ones ...

Despite its importance, research on advertising productivity is limited and fragmentary. This article consolidates the major research streams on different facets of productivity. This consolidation al ...

This paper outlines the agency organizations most commonly used, and describes the process of creating an advertisement. Alongside information about typical services such as account management, creati ...

Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertisin ...

The account manager - a much maligned individual, attracting derision, ridicule and ignominy. But even the best creative, planning and media groups will be inefficient if left in the hands of poor acc ...

Today there are no turf barriers between account managers and account planners. They are a partnership and a team. An account manager, who is strategic, understands the category, the business and the ...

Compares selected aspects of advertising management in three countries: Chile, Japan and USA, as perceived by practitioners. Prior research indicated a lack of work on this subject. Specific topics in ...

It is tough to sell an agency - no tangible assets, no warehouse products, no patents. The real worth depends on the agency's enshrined ideals. For an agency to survive without its founder(s), it must ...

Good client/agency relations need more than great campaigns - the agency's commercial skills are important too.

Describes how advertising development and creation are managed at the agency FCB/Leber Katz Partners. Research is focused on ad-related issues. There is a `flat' organisational structure.

The idea that creatives, account management and media planners must work together is integral to the re-engineering process many agencies have been undergoing in the 1990s. Changes to the physical str ...

This article explains the inexpensive ISDN technology which can transmit all forms of artwork and printers' instructions, in digital data form, almost instantaneously down phone lines through digital ...

Discusses the relationship between advertising agencies and their clients. The author questions whether present arrangements serve the needs of clients adequately, and suggests that agencies must recr ...

Findings from the Advertising Agency Review: account movements during May-June 1987 analysed by product category; gross income and turnover of the 50 largest agencies (ranked by gross income).

The advertising world is much concerned with the way media rates, especially TV, have risen over the past 10 years. But production costs across all media have risen much faster. In real terms, media c ...

Puts forward a number of down-to-earth suggestions for ensuring not only that a creative brief is right, i.e. consumer-relevant, but also that it is effectively translated into media plans and creativ ...

An agency finance director argues that the commission system is now inadequate, does not meet requirements, and needs to be replaced by a system of fees relating to time spent and work done. Agency pr ...

Statistical review of trends in advertising rates and costs, showing how rates of increase in media charges can be looked at in different ways and must be considered in the light of changes in audienc ...