Featuring case studies from ANA member companies AT&T, Navy Recruiting Command, and Time Warner, this Insight Brief also includes information on the importance of making the advertising industry more diverse and how marketers can make a business case for diversity.
The image of the traditional American mother has evolved into one of the modern mom, and reaching her is a new imperative for marketers. Read about changing family dynamics, mom demographics, and how to market to moms online and with mobile in this ANA Insight Brief. Case studies from ANA members the United States Navy and Kraft demonstrate how microsites, blogging, and social media are especially effective tools for targeting moms.
With 95% mobile penetration in the U.S., it’s time for marketers to start thinking of mobile as the first screen. This ANA Insight Brief profiles eight types of mobile users and discusses the latest trends in mobile technology, marketing, and ad spend. ANA Survey Research and case studies from Coca-Cola, IBM, Macy’s, and UPS are also shared.
Written by the brand valuation experts at CoreBrand, this ANA Insight Brief looks at how successful branding strategies can impact a company’s overall market share and revenue. Topics covered include how branding drives marketing success, the importance of accountability in assessing brand value, and key data variables that need to be taken into account when looking at brand value.
This ANA Insight Brief discusses the latest agency compensation trends, including ANA survey research about compensation on the global level. Read about the economic state of agencies today and simple steps for implementing value-based agency compensation. A case study from Jockey International demonstrates how accountable compensation can elevate the client-agency relationship.
Games are mass media properties that offer new opportunities for brands and advertisers. This ANA Insight Brief provides an overview of the different gaming platforms and best practices for reaching this growing market. Case studies from Chicken of the Sea and Honda demonstrate how to integrate brands into social games to achieve hard dollar results.
This ANA Insight Brief provides an overview of the current media landscape and takes a deeper dive into the print, video, and music industries. Case studies from ANA members MillerCoors, Vistaprint, and American Licorice explore how individual companies are redefining media in the digital age.
This ANA Insight Brief explores the reasons why more marketers have not reached out to the Asian-American community, as well as best practices for doing so and the challenges that marketers may face along the way. Case studies from the California Department of Public Health, as well as ANA members, Verizon Wireless and Farmers Insurance, are shared.
ANA members USAA and Southwest Airlines share best practices and ideas for developing a more consumer-centric approach to marketing in this ANA Insight Brief. Information on the growth of customer centricity at retail is also shared.
Learn best practices for agency search, evaluation, and management in this ANA Insight Brief. The classic challenges and future concerns of client-agency relationships are discussed in the context of a rapidly changing media landscape, and case studies from ANA members BP and Walgreens are shared.
Containing case studies from ANA members, Burger King, Southwest Airlines, and Hilton Worldwide, this Insight Brief looks at what drives brand loyalty and how marketers can build and retain brand loyalty, especially among Millennial consumers.
This ANA Insight Brief contains case studies from ANA members, Walgreens and Toyota, as well as information on integrating radio with direct mail and the growth of online radio.
Featuring case studies from 3M, AT&T, and Seattle’s Best Coffee, this ANA Insight Brief addresses brand building, management, and protection in an interconnected world.
This ANA Insight Brief explores radical new developments in shopper marketing. Learn about marketing from the other end of the funnel, social commerce, mobile coupons, and Google’s Zero Moment of Truth. Case studies from PepsiCo and Gap are also shared.
Written by contributors from the advertising agency, Barkley, this Insight Brief looks at the habits, interests, and attitudes of the Millennial generation (ages 16 to 34) and explores how marketers might best connect with this lucrative demographic.
Containing case studies from ANA member companies, Kraft, Walmart, and WellPoint, this ANA Insight Brief explores how procurement, marketing, and agencies can all work better together. ANA survey data is also shared in this top-line compilation of resources on the procurement function.
This Insight Brief looks at ways to improve the marketing-finance connection and how to achieve advertising excellence through procurement. ANA survey results are shared, as well as a case study from Kraft.
This compilation of resources on integrated marketing contains information culled from recent ANA surveys and member case studies, including Welch’s, Bolthouse Farms, Kraft, and American Family Insurance. The challenges facing integrated marketing and best practices for overcoming them are also shared.
Written by former CMO Jeffrey Hayzlett, this ANA Insight Brief can help marketers create an elevator pitch in five easy steps.
This ANA Insight Brief looks at how marketers can integrate direct marketing tactics with other types of media to obtain successful results. Case studies from ANA member companies, Vistaprint and Combined Insurance, are also shared.