Insight Briefs
Marketing to Asian-American Consumers: An Untapped Opportunity
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.
Customer Centricity: Back to Basics
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.
Agency Relations: Building a More Effective Relationship with Your Agency
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.
Loyalty Marketing: Reaching and Keeping Consumers
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.
Radio: Don’t You Forget About Me
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.
Brand Building: What's Your Brand's Reason for Being?
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.
Shopper Marketing: Connecting with Consumers at the Point of Purchase
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.
American Millennials: Deciphering the Enigma Generation
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.
Marketing Procurement: An Evolving Role
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.
Marketing Financial Management and Procurement: Challenges and Best Practices
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.
Marketing Organization: The Way to Internal Innovation
Featuring case studies from ANA member companies, Walmart, Intuit, and Xerox, this Insight Brief also looks at how satisfied marketers are with their current positions and how e-commerce groups are being structured within marketing departments.
Integrated Marketing: Barriers and Opportunities
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.
Mastering Your 118: The Importance of the Elevator Pitch
Written by former CMO Jeffrey Hayzlett, this ANA Insight Brief can help marketers create an elevator pitch in five easy steps.
Direct Marketing: Creating a Call to Action
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.
Generational Trends: How Are Different Demographics Using Technology?
Featuring case studies from ANA member companies, Hillshire Farm and American Express, and data from ANA Knowledge Partners, eMarketer and Brightline, this Insight Brief looks at how different age groups are using technology today.
Sponsorship Marketing Measurement: No Longer a Myth
Containing data from ANA members, TD Bank and AB-InBev, this Insight Brief looks at how marketers can be more accountable when it comes to sponsorship measurement and ROI. ANA survey results are also shared in this helpful compilation of resources.
Public Relations: An Underused Channel
Featuring examples from ANA member companies, Kodak and Adobe, this Insight Brief looks at how marketers can use public relations (PR) to optimize their marketing plans. Global and national data on the compensation of PR agencies and PR sourcing are also shared.
Experiential Marketing: Helping Brands Come to Life
This ANA Insight Brief looks at how experiential marketing can enhance integrated marketing plans and includes case studies from ANA members, Target, Ford, and P&G.
Self-Regulation: Why It Matters
This timely ANA Insight Brief looks at the importance of self-regulation to the advertising industry and the recent efforts that have been made towards improving self-regulation, especially in the area of online behavioral advertising.
Direct Marketing: Best Practices to Increase ROI
This Insight Brief from direct marketing expert Scott Hornstein takes a look at how marketers can use their databases more strategically, why it’s important to keep personal data on customers current, and how to use consumer insights to more successfully inform your next direct marketing campaign.
