ANA Magazine
Washington Focus - Childproofing the Marketplace
Analyzes the effect of "child proof" speech in our society.
Breaking Through The Noise With Sound
Describes a test showing that adding sound to on-line advertising increases its effectiveness, provided the audio is relevant to the ad and the target. Guidelines for its use are given.
In Search of Respect: The Yellow Pages
The true "national" marketer is largely missing the yellow pages value proposition.
Media Outlook 2004: B-to-B
Godfrey Phillips, VP, Marketing, City Business Journals, talks about some of the likely concerns of small businesses concerned about branding.
Media Outlook 2004: Cable TV
Evan Shapiro, SVP Marketing, Independent Film Channel, talks about the threat that new technologies (DVR, TiVo) pose to Cable TV.
Media Outlook 2004: Internet
In this article, the CEO & Publisher Washingtonpost.Newsweek Interactive, Caroline Little, talks about the use of the Internet for the purpose of marketing.
Media Outlook 2004: Magazines
Oliver Comyn, Publisher, The Economist, discusses the outlook for magazines in the US, 2004.
Media Outlook 2004: Network TV
Alex Wallau, President, ABC Television Network. describes what is happening to Network TV in the US, 2004.
Media Outlook 2004: Newspapers
Scott Smith, President & Publisher, Chicago Tribune, talks about the importance of newspapers and the work being done to meet the growing Hispanic population.
Media Outlook 2004: Outdoor
Media Outlook 2004: Radio
In this article, Roby Wiener, Premiere Radio Networks, discusses research that shows that radio is more valued by consumers than by advertisers.
Media Outlook 2004: Spot TV
Patrick Mullen, Tribune Broadcasting, discusses broadcast, makes predictions on the demand for spot TV and mentions some of the advantages of spot TV.
Media Outlook 2004: Syndication
Kager discusses TV network syndication in the changing and fragmenting TV world.
Point-of-Entry Consumers are a Gold Mine - So Talk to them Differently
Kent E. Haehl, President, Sales & Marketing, Channel One Network highlights the importance of tending to young people when they first enter a market.
Sequential Liability
Argues that, as the economy improves in the US (2004), it would be a good time to adopt sequential liability as an industry standard for paying the media. Sequential liability means that if a media buying agency goes bankrupt before the media are paid (as may happen in recession), it is only liable if it has already been paid by the advertiser. In the alternative, joint and several liability, the media can look to either the media buyer or the advertiser regardless of whether the media buyer had been paid. Where there is no written agreement, how the courts will decide the issue can be unpredictable. The media have tended to dislike sequential liability, but its adoption as standard would lead to smoother and more equitable media buying with much less need for legal involvement. Past history leading to the current situation is summarised.
Advertisers Disappointed With Marketing Integration
These materials share the results of the 2003 ANA/Blueprint survey on managing integrated marketing communications resources.
African American History Comes Alive Through Multicultural Marketing
A look at how multicultural marketing can extend your marketing efforts.
Agency 2.0
Emerging technologies can bring some significant efficiencies into the advertising process.
Client/Agency Relations
Our author takes a client point-of-view on the Agency/Client relations issue.
Sustaining a Long-Term Agency Partnership
How to keep an Agency/Client partnership fresh and productive.
