Guidelines

ANA/4A’s Guidelines for Agency Search

These guidelines—developed and endorsed by the ANA and the 4A’s—outline steps that can help marketers and agencies go through an effective search and selection process that can help both parties create a better working relationship.

Guiding Principles in a Stormy Climate

E*Trade Financial Corporations CMO Nick Utton and Ken Zasky of Spark Communications offer practical pointers to help them prosper in a challenging economy.

How to Drive Marketing Accountability

This guideline provides a 10-step marketing sciences rehab program to help create stronger marketing departments.

Shake, Rattle, and Grow

Here are five principles to help companies achieve and sustain real growth.

The Effect of Experience Marketing

This article highlights the importance of experience marketing and how it can be used to drive integrated marketing programs.

Measuring Integrated Marketing: Beware the Short-Term Bias

This article provides two new approaches for marketers who are responsible for planning, executing, and measuring programs. These methods help combat the pressure for short-term payback, manage the expectations of finance and build "bridges from short- to long-term value creation."

Media Proof of Performance

This guideline outlines the steps that marketers should take to ensure that their print and television ads are being executed as ordered.

Commercial Contract Allocation Guideline

Commerical Contract Allocation Guideline

Multi-Service Commercial Allocation Guidelines

These Guidelines have been developed through a variety of resources, including the extensive industry experience of management and labor trustees, and analysis and review by the Trustees, Plan staff and outside consultants.

Long Form Media Services Agreement

This sample media buying and media planning contract contains boilerplate language to use in writing an agency services agreement.

Salary Guide

This guidebook, compiled by the Creative Group, provides average salary information for more than 85 marketing, advertising, creative, production, Internet, and public relations positions. Includes a regional variance index and formulas for determining salaries for specific areas.

Advertising Agency Compliance and Procedural Audits

This guideline provides the steps and answers the questions associated with agency audits.

ANA/AAAA Compensation Guide Understanding Direct Labor, Overhead and the Components of Cost-Plus and Labor-Based Arrangements

A guide to understanding direct labor, overhead, and components of cost-plus and labor-based agreements.

International Advertising Protocol

These guidelines provide the dos and don'ts of international advertising protocol.

Antitrust Violations: Price-Fixing, Bid-Rigging, and Market Allocation Schemes

A primer which briefly describes the most common antitrust violations and outlines those conditions and events that indicate anti-competitive collusion.

Choosing an Outside Service to Administer a Trade Promotion Program

These guidelines set forth the major factors to consider when selecting an outside administrative service for trade promotion programs, including accuracy and timeliness, cost, stability, and technology.

Regulatory Issues Concerning Trade Promotion Programs

These guidelines review the three primary regulations that affect the design and administration of trade promotion programs—-the Financial Accounting Standards Board's rules on accounting, the Sarbanes-Oxley Act (Sarbox), and the Robinson-Patman Act.5.