All MKC Content
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21st Century Media Planning: Total Customer Communications Experience
Keeping the customer at the center of communications development and implementation.
The Rebirth Of Advertising To Build Trust
A look at how today's climate has changed the way customers look at advertising.
Washington Focus: The Frist Factor
An examination of the pharmaceutical industry.
Counterintuitive Marketing: Build Great Brands While Your Competitors Commoditize
In this presentation, Dr. Kevin J. Clancy discusses how to use counterintuitive approaches to building great brands while your competitors turn theirs into commodities. His book provides greater detail.
Media Plans in the Event of War
ANA members discuss how they might alter their media plans in the event of war.
Behind Great Client-Agency Relationships
An outline of factors which can make the client-agency relationship work.
For Brand's Sake: Partnership is everything
A great agency relationship is much more about empathy than conflict.
Setting Expectations For Your Agency Media Group
The author outlines the problems facing marketers' evaluation of media planning and buying. Then he proposes a list of ideas to help every client receive maximum value from their agencies and buying services.
Washington Focus: Here We go Again
An examination of advertising to children.
What Advertisers are Looking for in an Agency
This checklist details the capabilities or expertise advertisers most desire in an agency.
Ways to Get More from Your Advertising Agency: The Agency Perspective
This checklist gives the agency's perspective on how to best manage the advertiser/agency relationship in 15 points.
The Agency Questionnaire: RFP or RFI
This checklist provides information on how to solicit RFPs and how to rate agency responses.
Agency Audits: How to Achieve Success
In this guidebook, industry experts, Joanne Davis and Jane Twyon, break the complex agency audit process down into simple, easy- to-follow steps.
Agency Compensation: An ANA Guidebook, 3rd edition
In the third edition of industry expert Dave Beals’ guidebook on agency compensation, he tackles some of the biggest issues on marketers’ minds today, including value-based, digital, and global agency compensation.
Please Be Ad-Vised: An ANA Legal Reference Guide for the Advertising Executive
The fifth edition of this classic book contains information on all the top legal issues of the day, including social media, privacy, self-regulation, advertising to children, and environmentally friendly product claims.
Trends in Agency Compensation, 15th edition
The 15th edition of the ANA's Trends in Agency Compensation survey offers marketers insights, which cannot be found anywhere else, into agency compensation trends, including information on methods of compensation, the use of performance incentives, and the management of agency compensation.
Evaluating Agency Performance
This book from David Beals guides marketers through developing a formalized agency evaluation system.
Guidelines for Advertiser/Agency Contracts
An indisputable contract is the foundation for building stronger advertiser/agency relationships. This guide concisely outlines the key aspects of a strong contract.
Managing Your Media Organization
This publication provides guidance on best practices in managing a media organization on a variety of levels, ranging from those that are in house, external, or a combination of both.
