Insight Briefs
Marketing to Affluent America: The Lifestyle, Media, and Buying Habits of Affluent Americans
Written by Robert R. Shullman and Stephen Kraus of Ipsos Mendelsohn, this ANA Insight Briefs looks at new data from the 2011 Mendelsohn Affluent Survey, including the media consumption, shopping habits, and new technology usage of affluent Americans.
Production Management: Entering the Digital Era
This ANA Insight Brief contains data on production automation, digital production, and best practices for working with directors and talent. ANA member case studies from Microsoft, Intel, and Target are also shared.
Business-to-Business Marketing: Adapting to the New World
This collection of ANA resources on B-to-B marketing includes case studies from Custom House, Sun Microsystems, and Thomson Reuters, as well as data on how marketers can help convert B-to-B prospects into clients via the web.
Selecting a New Agency
The final Insight Brief in a series written by Brian Goodall, General Manager, R3:JLB, Selecting a New Agency looks at how marketers can narrow down their top candidates and find the agency that is right for them, including how to evaluate agency presentations and create agency challenges. A supplemental toolkit contains additional data, as well as forms that marketers can use and personalize for their own agency searches immediately.
Print Advertising: Tough Times Ahead
This compilation of ANA resources contains information on the future of print advertising and new metrics for measuring the medium, along with case studies from ANA member companies BMW MINI, Johnson & Johnson, and Unilever.
Marketing Accountability: Earning a Seat at the Table
Containing data from ANA members such as Intel, CCP Games, and AB-InBev, this ANA Insight Brief touches on a variety of marketing accountability topics, including digital media metrics, how marketers can work better with finance, and improving marketing measurement.
Organizing For an Agency Search
Written by Brian Goodall of R3:JLB, this ANA Insight Brief looks at how marketers should prepare for an agency search. The second of three Insight Briefs on the search process, Goodall discusses the steps marketers need to take before beginning an agency search, including establishing the search team, finalizing the scope of work, and establishing the search timetable.
Sponsorship and Event Marketing: Reaching the Consumer Everywhere
This compilation of ANA resources on sponsorship and event marketing includes data on calculating sponsorship ROI, sports sponsorships and the law, strategic sourcing for sponsorships, and ANA member case studies from Virgin Mobile, PerkinElmer, and Target.
Building an Agency Performance Management Program
Industry experts from Decideware shared best practices (such as utilizing 360° evaluations, incentive compensation, and relationship scorecards) for building an agency performance management program in this ANA Insight Brief.
Deciding When to Conduct an Agency Search
Written by Brian Goodall of R3:JLB, this ANA Insight Brief looks at the steps marketers need to take before entering into an agency search. The first of three Insight Briefs on the search process, Goodall explores the risks and benefits of beginning the hunt for a new agency in this Insight Brief.
Multicultural Marketing: Targeting the New General Market
This very general overview of the ANA's extensive resources on multicultural marketing looks at advertising to African-Americans, Hispanic-Americans, Asian-Americans, and GLBT consumers via detailed ANA member case studies from Farmers Insurance, the United States Marine Corps, Hellmann’s, and Charmin. The results from a recent ANA member survey on multicultural marketing and newer media are also included.
Marketing Research: Helping You Connect with Consumers
This compilation of resources on marketing research contains information on improving qualitative research efforts, web analytics, and social media research tools, as well as ANA member case studies.
Scope of Work: The Devil is in the Details
This compilation of resources on scope of work includes best practices, ANA member case studies, and information on managing agency relationships.
Production Decoupling: An Emerging Industry Trend
This compilation of production decoupling resources includes case studies from ANA member companies Mattel and Hewlett-Packard, information on the growth of production decoupling in the U.K., and the benefits and challenges of working with a production agency.
Legal Affairs: A Changing Environment
Topics covered in this ANA Insight Brief include self-regulation and online privacy issues, green marketing and the government, online behavioral targeting, and the emergence of cloud computing.
Using Syndicated Research to Define, Reach, and Persuade Target Markets
Industry experts from Ipsos Mendelsohn, a market research firm, discuss how marketers can successfully use syndicated research to reach their target markets in this ANA Insight Brief. A case study featuring an appliance manufacturer is also shared.
Marketing Audit 2.0 — The Integrated, Collaborative Marketing Audit
ANA member, Bob Siegal, Director, Management Advisory Services, Prager and Fenton LLP, shares a new approach to agency auditing that encourages increased collaboration and integration in this ANA Insight Brief. Case studies featuring a national retailer and a videogame publisher are also shared.
Managing Commercial TV Production in the Digital Age
In this ANA Insight Brief, industry expert William T. Begina, CEO, Triad Consulting Corporation, discusses the ins and outs of commercial TV production management, including best practices for commercial TV production, a look at what’s next for the industry, and a case study featuring a consumer goods company.
Brand Equity and Accountability
James R. Gregory, CEO and founder, CoreBrand, shares his thoughts on brand valuation and accountability in this ANA Insight Brief. An AFLAC case study is also shared.
Market Research: In Transition
Stacey Symonds, director, consumer insights, Orbitz Worldwide, explores the history and future of market research in the U.S. in this Insight Brief. A firsthand ANA member case study from Lands' End is also shared.
