Subject Index
 

Antony Young, president of Optimedia US and co-author of Profitable Marketing Communications: A Guide to Marketing Return on Investment, believes that traditional marketing is in urgent need of modern ...

Joe Mandese discusses recent books by the heads of some leading media shops - and how they present a compelling case that digital media are changing everything we know about our business. Ads are now ...

Chris Peterson, founder of Chautauqua Communications, argues that clients no longer need conventional agency creative departments and disciplines. The advent of the pro-active, internet-smart consumer ...

Dominic Finney, head of emerging channels & trading at BLM quantum, discusses the limitations of today's digital agencies and how they must change if they are to meet the needs of the future consumer ...

Joe Mandese, in his regular comment column from Madison Avenue, ponders the speed of internet change and the impact this is having on traditional advertising and media business models.

This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising message ...

US media scene commentator, Joe Mandese discusses the roles and relative importance of digital versus traditional media, and concludes that although digital seems to be making most of the running ther ...

The author discusses the effects of the digital revolution on the business of the communication business. He forecasts new organisational structures and ways of working to build the messages and bran ...