Other Tools & Resources
2007 AICP Guidelines
Letter sent explaining changes in the AICP guidelines.
A Discussion of Below the Line with A Lesser Markup
Document explaining why treated Payroll Taxes and Union Pension/Welfare cost as a cost-plus item and/or placed below the line at a lesser markup should not be practiced.
Client Bid Specification
Letter composed by the President and CEO of Business Affairs Matt Miller, addressing addressing claims that clients are requesting that certain budget costs be treated as below the line or as cost plus items.
Payment Guidelines
Provides instructions on how production companies can best determine, charge, and obtain payement for services provided to clients.
Reasons why an Advertiser or Agency should use Ad-ID
Information outlining benefits of Ad-ID and reasons why it should be adopted.
Internal Agency Structure
ANA members provide insight on their internal agency structures, including information on how many people are staffed in their internal agency and how they track cost savings for their internal agency.
Alternative Titles for "Account Manager"
Distributed among the agency relations committee, the benchmark determined what member companies with an internal agency structure call individuals with account management roles.
Yellow Pages Industry Directory Usage Measurement
A predictive model approach has been newly introduced into the Yellow Pages research community by Directory Share Ratings (DSR) that requires scrutiny as to the adherence to ARF guidelines for audience measurement. A review of the prediction model methodology employed by Directory Share Ratings raises some important issues/questions about the reliability and robustness of their data.
Anheuser Busch: Super Bowl Ad Campaigns
This case study outlines the evolution of Anheuser Busch Super Bowl ad campaigns, including the Bud-Bowl, the "Bud-weiser-er" frogs, and the "Whassup" commercials, demonstrating that success is directly linked to the ability to create entertainment for key customers, young men.
At Game Time, Humor Is the Trick to Selling Cars
This case study outlines Super Bowl ad campaigns for cars and tires. It highlights Ford, Honda, Isuzu, Chrysler, GM, Porsche, Nissan, Volkswagen, Goodyear, and Michelin.
FedEx's Super Bowl Ads
This case study explains how FedEx used Super Bowl ads and bolstered its brand.
Food, Folks, and Football: McDonald's Bite Sized Super Bowl Formula
This case study explores how McDonalds set itself up as American's conscience through its Super Bowl ads. For a long while the game worked for McDonald's because it stayed true to its folksy formula, reminding America what our collective values are: good parenting, kindness, connecting with each other, and gently guiding us to reclaim them.
Gillette: Shaving the World with One Stroke
This case study demonstrates that Gillette understood the power of the Super Bowl as a launching pad to reach men. Equally important, it knew when not to use the Super Bowl. While a good chunk of the audience is female, launching a woman's product here would have been wasteful.
How Financial Institutions Bank on the Super Bowl
This case study outlines financial institutions' involvement in Super Bowl ads. American Express, Mastercard, Visa, First Union, New York Life and Hartford, Progressive, John Hancock, and E*Trade are highlighted. Some found success; others decided that Superbowl ads were not cost-efficient.
Master Lock: The Mouse That Roared
This case study discusses the evolution of Master Lock's shot lock advertising campaign that became a regular part of the Superbowl. It also explores Master Lock's decision to leave the Superbowl advertising game.
Medco Health Solutions: Implementing Enterprise Marketing Management
In this case study, Medco Health Solutions, Inc. shares how they successfully implemented enterprise marketing management (EMM).
No Shame in the Game: Sex Sells at the Super Bowl
This case study outlines how several companies found success using sexy ads during the Super Bowl. It highlights Victoria's Secret, Norwegian Cruise Line, Westin Hotels, and GNP.
OTC Pharmaceuticals Discovers the Secret to Trigger Sales
This case study outlines how several pharmaceutical companies found the right prescription to trigger sales of OTC products by presenting spokespeople the audience cares about (Nuprin) or becoming part of the fabric of the game itself (Breathe Right strips).
Pepsi: For Those Who Think Young
This case study discusses the evolution of Pepsi's ads as it positioned itself as the youthful and whimsical alternative to the wholesome and all-American Coke. Specifically, it looks at Pepsi's success with Superbowl campaigns.
Sneaker Wars: Nike and Reebok Go Toe-to-Toe
This case study explores how Nike and Reebok defined themselves differently at the Super Bowl in keeping with their personalities and missions. Nike reinforced its stylish, blockbuster imagery with celebrity-packed adstravaganzas. Reebok used this field to shake its girly image. Both succeeded for a time with their different rule books and both concluded that ultimately niche marketing was more efficient.
