All MKC Content
The Advertising Research Foundation's (ARF) media effectiveness model is currently being revised to better reflect how consumers process ad messages in today's heavily digital media environment. Craig Gugel, senior vice president, media analytics, ARF, presented a Toyota Prius case study to illustrate some features of the ARF's model.
George Janson, managing partner at Mediaedge:cia, discussed the future of the magazine industry.
Learn five ways to improve your ability to measure and improve your marketing ROI.
Here are six reasons why communication will drive results for advertisers and agencies.
ANA marks its 100th anniversary and more. Find out what's going on "Around the ANA."
Many anxious investors need help navigating challenging times. Find out how Jim Speros is guiding Fidelity's major push to attract anxious investors.
Digital out-of-home media is on the rise. See how Care Media Holdings Corp., Health Club Media Network, and The Nielsen Company are using it.
Anne Finucane, global chief strategy & marketing officer for Bank of America, shares her thoughts on how to restore consumer trust.
Unprecedented collaboration within the marketing-media industry is intended to apply consumer-friendly standards to online behavioral advertising across the Internet. But will it be enough?
Learn how a formal program for providing your agency partners with positive feedback and constructive criticism will lead to a healthier and more productive relationship.
Bob Liodice, president and CEO of ANA, reflects on past and future marketing trends, as the ANA enters into its 100th anniversary as a trade association.
The Masters of Marketing share their secrets for forging a new post-recession path, driving growth, and delivering results in an extremely challenging marketplace.
Media chief Laura Klauberg describes Unilever as "hungry to win," and says the company "wants to lead, not follow," in the digital space.
Find out how a Wisconsin insurer and its multicultural agency are applying "reverse transculturation" to extend the reach of the company's family-focused advertising.
With the economy in a tailspin, marketing accountability is enjoying a resurgence, according to research from the ANA. Find out more.
Western Union CMO Gail Galuppo discusses the company's campaign targeting the 200 million people living outside their country of origin.
With Coca-Cola and Procter & Gamble leading the way, find out how the marketing community is beginning to embrace value-based compensation for agencies.
Deborah Leiter, vice president, campaign director, Ad Council, and Dawn Winchester, EVP, chief marketing services officer, R/GA, discussed the campaign R/GA created for the Ad Council that is geared towards raising awareness about teen dating violence.
Nicole Ames, senior marketing communications specialist at Liberty Mutual Group and teacher of Integrated Marketing Communications as part of Boston University School of Management's MBA program, facilitated a panel to discuss ways to bring the academic and corporate worlds closer together with the common goal of improving integrated marketing communications.
Jeff Goodby, co-founder and co-chairman of Goodby, Silverstein & Partners, shared examples of successful social marketing campaigns and provided tips for marketers living in the new digital world.