Steve Hastings, WARC Exclusive, March 2017, pp. 47-47
This short article looks at John Griffiths' and Tracey Follows' '98% Pure Potato' which explains the origins of advertising account planning, from its early beginnings in the 1960s in the UK, and goes on to examine its present and future.
Faris Yakob, Admap, March 2017, pp. 13-13
This article uses an old video of David Ogilvy giving a talk about direct marketing to create a not-quite-Socratic dialogue about the way forward for brand advertising, and what it can learn from its direct-marketing cousins.
Chris Walmsley, WARC Exclusive, January 2016, pp. 47-47
This Speed Read summarises the book 'The Anatomy of Humbug' by Paul Feldwick, which argues that the advertising industry can only deal with the rapidly changing media landscape if it both understands its past and rethinks its entrenched habits of thought.
Les Binet and Sarah Carter, Admap, May 2012, pp. 9-9
Les Binet and Sarah Carter contend that most people who work in advertising are young, which means many don't have a knowledge of anything that happened beyond the immediate past, and those that do won't mention it in case they appear old.
David W. Stewart and Mike Hess; Insights from Jeff Nelder, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 195-206
This paper reviews the current state of use (and value) of quantitative research in advertising. It concludes that the value of quantitative research is well established but use is less than might be expected based on value.
Edith G. Smit and Peter C. Neijens, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 124-135
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts.
Pierre Berthon, Leyland F. Pitt, Ronika Chakrabarti and Jean-Paul Berthon; Insights from Mario Simon, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 182-194
In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight.