In this article, Roby Wiener, Premiere Radio Networks, discusses research that shows that radio is more valued by consumers than by advertisers.
Patrick Mullen, Tribune Broadcasting, discusses broadcast, makes predictions on the demand for spot TV and mentions some of the advantages of spot TV.
Kager discusses TV network syndication in the changing and fragmenting TV world.
Kent E. Haehl, President, Sales & Marketing, Channel One Network highlights the importance of tending to young people when they first enter a market.
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.
These materials share the results of the 2003 ANA/Blueprint survey on managing integrated marketing communications resources.
A look at how multicultural marketing can extend your marketing efforts.
Emerging technologies can bring some significant efficiencies into the advertising process.
Our author takes a client point-of-view on the Agency/Client relations issue.
How to keep an Agency/Client partnership fresh and productive.
Driving an agency relationship at IBM is not about management so much as partnering.
Some history on the AAAA Media Conference and Trade Show.
A detailed look at the results of a prescription drug survey on advertising expenditures.
Advertisers must respond to the realities of today's jaded, on-the-go, ever-elusive consumer.
Due to the changing nature of the online travel space, the significance of brand identity has become increasingly important to travel marketers.
Professors and their students, from four top business schools, examine the importance of brand marketing.
As the consumer changes, markets must too.
This case study explores the importance of communication and inclusion for successfully branding your company.
Family Friendly Programming Forum give their thoughts and views.
How AT&T uses golf as a business-building event.