Other Tools & Resources
Media Rebates/Incentives Require Full Transparency
The industry practice of media companies providing rebates/incentives to agencies for referring or influencing client spending towards that media company, and then the agencies not reimbursing those funds to the client, has long been acknowledged as a common practice outside the United States. However, a recent ANA/Reed Smith survey confirms that this practice also exists in the U.S.
The Found Money of State Commercial Production Incentives
Marketers have the potential to significantly stretch their marketing budgets by shooting commercials within the approximately 20 states that now offer financial incentives for doing so. This whitepaper contains insights on how to best leverage these rebates.
2011 Compendium of Legislative, Regulatory, and Legal Issues
This document outlines the advocacy efforts of our Government Relations team in 2011.
Agency Trading Desks
Find out what agency trading desks are, what they do, potential benefits, questions to ask, and more.
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.
18 Questions to Ask When Interviewing a Prospective Agency
This list of questions provides marketers with a good starting point when they are ready to conduct in-person interviews during an agency search.
The Benefits of Closed Captioning Commercials
The ANA Production Management Committee recommends that all television commercials be closed captioned. Find out more.
What Is Creative Strategy?
Rich Feldman's bestselling book, Deconstructing Creative Strategy, provides a "reverse engineering" methodology for approaching virtually any marketing challenge. In this article, Rich Feldman defines creative strategy and the ways that it can manifest itself through a business plan, project, or tactic.
101: Advertising in the DVR Age
The insight is based on the responses from 200 top U.S. advertising executives to a survey on how they are reacting to DVR viewership — now and in the future. The study shows that through some simple changes to their strategy, advertisers can make sure that their valuable ad dollars are not being lost through fast-forwarding.
101: Event Marketing
Event marketing is a method used to build an association between current and potential customers. There are many different types of event marketing, ranging from product-based promotions to sports/entertainment sponsorships, to utilization of cause-related marketing.
101: Measuring Brand Value
Knowing the potential pitfalls of brand valuation will help you put the approach into the proper perspective with alternative approaches to marketing assessment.
101: Selecting a Content Management Solution (CMS)
Web Content Management Solutions (CMS) are vast, and the choices available have undergone considerable change since 2007. More sophisticated tools exist, and social marketing and collaboration needs have changed the role of Web sites. Content should drive the decision, not the Web site plan or pages.
101: Selecting the Right Marketing Metrics
Marketing metrics can serve as an important means of assessing and communicating marketing performance, yet many marketers struggle to determine which metrics are the "right" ones to deploy.
101: Twitter Marketing
Twitter is a free social networking and micro-blogging service where users create profile pages that display a reverse-chronological ordered feed of their 140 character posts called tweets.
101: Content Marketing
Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way to grow your business. It enables companies to build a level of trust among their customers that makes it easy for those customers to buy.
101: Create Your Own Communications Product Launch Blueprint
By taking a strategic approach and using a common set of tools and templates to manage your work, you'll be able to drive a consistent launch strategy and provide the metrics for your integrated communications plan.
101: Engaging Hispanic Consumers
While the economy has affected every consumer segment, the opportunity to smartly target remains. One area that is still open to many brands is reaching Hispanic consumers—the fastest growing demographic in the U.S. in terms of size, influence, and reach.
101: Four Elements of Email Marketing
Although there are many terms unique to this online marketing channel, the four you need to remember: reputation, relevancy, relationship-building and ROI, most reinforce the core principles of email while serving as guideposts to ensure your campaign is optimized for delivery, and maximum response.
101: Intelligent Budget Cutting
Marketers everywhere are at one time or another challenged to do more with less. Find out how to succeed even when budgets are being cut.
101: Marketing to the U.S. Hispanic Consumer
In 2008, 23 million Hispanics were online, which was about 52 percent of the U.S. Hispanic population. In 2012, more than 29 million Hispanics will be online—connecting Hispanics online is not merely a matter of language anymore: It's about connecting culturally and becoming a catalyst in the community.
