Best Sellers

In this ANA bestseller, Rich Feldman looks at the 14 separate elements which make up creative strategy, including authenticity, consumer negotiation, conflict, and drama, making this book a must-read for anyone hoping to take a more in-depth look at creative strategy.

For more than 40 years, the ANA has fielded this unique, comprehensive, and bestselling triennial survey. The study offers marketers insights, which cannot be found anywhere else, into agency compensation trends, including information on methods of compensation, the use of performance incentives, and the management of agency compensation. The survey also looks at historical trends and the future of agency compensation.

Filled with checklists, best practices, charts, case studies, and agency feedback, this guide provides marketers with information on how to work with their media organization more efficiently. The book focuses on critical issues affecting media organizations today, including determining objectives, overstaffing, optimizing decision making, and minimizing process inefficiencies.

Containing a detailed advertiser questionnaire, numerous charts and tables, and extensive analysis, Inside Advertiser and Agency Relationships focuses on the legal issues pertaining to agency/client relationships, ways to handle conflicts between agencies and advertisers, and methods to improve communication between agencies and advertisers.

Get a leg up on the competition by learning the rules. Check out Please Be Ad-Vised: An Advertising Legal Guide to learn about legal issues ranging from ownership of creative work and agency/client relationships to government regulations and production contracts. Filled with sample forms and useful examples, Please Be Ad-Vised: An Advertising Legal Guide is an ANA bestseller that has helped countless others avoid numerous legal blunders.

All marketers know how difficult it is to tie brand equity to sales results, but Driving Brand Equity and Accountability offers a new approach to resolving this dilemma by encouraging marketers to look at key measures of brand performance, such as equity/shareholder value, stock price, operating margins, sales revenue growth, and industry growth rates.

Guidelines for Advertiser/Agency Contracts provides advertisers with clear and concise advice on the three fundamental phases of contract development: the initial negotiation of terms, drafting an Interim Letter of Understanding, and the final contract refinement. This guide concisely outlines the key aspects of a strong contract, including defining agency services and compensation, conducting annual reviews, and establishing agreements on ownership of materials and conflict standards. A sample contract is also included.

The proprietary content contained in this handbook gives front-line managers, executives, researchers, and planners the specifics on obtaining data that will boost the visibility and relevance of your brand. Topics covered include defining generational cohorts and life stages, engaging in category research, conducting qualitative and quantitative research, interviewing methods, and the dynamics of focus groups.

Trade Promotion Marketing teaches advertisers how to improve and revise their company's trade promotion program by performing an external market analysis, defining program objectives, establishing a budget, and selling the program internally.