Integrated Marketing
Latest Learning in Cross Media Advertising Research and Strategies
This presentation demonstrates how to go beyond simple reach, frequency, and audience measurement to measure an ad campaign's impact and effectiveness holistically based upon advertising goals.
Entertainment and Marketing Convergence Division High-Level Methodology
Mark Egmon details a seven phase methodology for advertisers to enter entertainment marketing with more confidence and a higher success rate.
Forecasting with Existing Data
These guidelines give tips on how to create accurate projections from historical data.
Secondary Research
These guidelines explain how to effectively use the information generated by secondary research.
The Integrated Marketing Organization
This excerpt from Pat LaPointe's Marketing by the Dashboard Light explores marketing dashboards and the integrated marketing organization.
How ANA Members are Using Multicultural Marketing, Multicultural Marketing Survey, 2nd Edition
This presentation reviews the 2004 update on the strategies and tactics that ANA members use to conduct their multicultural advertising efforts, as well as their attitudes around that usage. The book provides full details.
Sprint: Small Business DSL
This case study explores Sprint's two-tiered strategy to speed deployment of its Small Business DSL service and increase ROI.
Targeting the C-Suite
This presentation reviews the conclutions of the Wall Street Journal's "Boardroom Connections" study on the technology habits of U.S. senior executives.
Curing Brand Chaos on the Web
This white paper reviews the importance of the Internet to a CMO's job of anticipating and managing ever more powerful and demanding customers.
A Manifesto for the Digital Home
This presentation examines how the digital home will liberate consumer experiences from technology shackles and how marketers can capitalize on this new environment.
Maximize Magazine Advertising Effectiveness
An evaluation and comparison of research tools including MMR-PreSS, Proofreader, and Vista.
The Rise of Blogs
This presentation explores how the emergence of blogs as a new media and communications vehicle has the potential to transform how companies communicate.
Making Every Dollar Work, And Knowing It
In this presentation, Jim Stengel reviews the importance of reaching and 'keeping up' with consumer needs. However, without the right measurements and measuring tools, it is difficult to gauge if marketing efforts are working.
Marketing + Accountability = Growth
In this presentation from the 2004 ANA Annual Conference, Mike Winkler details the process of making marketing accountable. He also reviews several "tools of the trade" that can help companies achieve this goal.
Procurement and Marketing: Achieving Value Through Partnership
John Stephens, Microsoft's Director of Marketing Procurement, discusses how procurement departments can help advertisers achieve the maximum value for their marketing spend.
Return On Investment: New Ways To Make The Numbers Work
The author examines new ways of looking at ROI.
Simultaneous Media Usage
This presentation explores the challenges brought on by the new world of simultaneous media usage and increased consumer control. New media planning concepts are illustrated through a case study to show marketing leaders how to exploit this new opportunity.
Directory Extensions (Draft)
This white paper gives an overview of the past, present, and future of directory extensions. It is still in development in the ANA Telephone Directory Committee.
Strategic Brand Partnerships
ANA members were surveyed on the importance of using strategic brand partnerships in the marketing mix.
Orchestrating Marketing Excellence
The past several years of challenging market conditions have provided a number of valuable lessons learned with respect to business in general.
