Subject Index
 

'Engagement', comprising the linking of consumers, context and content, is the hot topic in advertising circles. Shula Bigman, president of New York based Communications Options, looks at the history ...

Malcolm Hunter, founding director and chief strategy officer of Vizeum, explains the research and thinking behind his 'Motivation to Media' approach for media planning. This is rooted in recognising ...

Discusses the importance of the Super Bowl for American advertising. The audience is huge. According to industry calculations, more than two out of three viewers of Super Bowl pay attention to the ads ...

Scheduling is a lot like farming. It starts with a bag full of exposures and sows them across a target population, in a pattern that, hopefully, will grow the most sales. The best scheduling accompl ...

Discusses media targeting: the technique for reducing cost by directing messages to those most likely to buy the brand. The author believes that targeting is over-valued by media people. Recency plann ...