ADVERTISING

Title	Author	Date
Why Life Is Looking Up In Brazil Y&R CEO Roberto Justus, a TV star, socialite and published author - as well as being boss of his country's biggest ad agency, tells Andrew Downie that the time has come at last for Brazil to fulfill its potential.	Y&R	2010
Work in Progress: 10 Trends for 2010 As we approach a new decade, you'll find that many of the trends we cite are consequences of the Great Recession. Technological, demographic and geopolitical changes are also key drivers.	JWT	2010
The Advertiser’s India: One Country or Many? India should not be regarded as a single country by advertisers, as consumers respond quite differently in its diverse markets.	Shiv Moulee	2009
AnxietyIndex Quarterly: The Best Brand Responses to the Recession During periods of heightened consumer anxiety, brands need real-time data that can help them navigate a rapidly changing landscape.	JWT	2009
How Do I Maximize My Print Budget? Magazine advertising can work more cost effectively than TV, and using magazines in the media mix can lead to a media-multiplier effect.	Millward Brown	2009
How to Maximise the Return From Your Online Display Advertising As it has matured, we have learned that online advertising can improve awareness and brand perceptions. For a medium where frequency levels can be capped, it is worth noting that the first exposure is the most effective, so aiming for reach among your target is a useful objective to set. Improvements on most key brand measures tend to stabilize after around four exposures.	Millward Brown	2009
Advertising in Asia For global advertisers, Asia represents an enormous market, yet one whose very diversity poses an acute challenge. This study set out to identify ‘clusters’ of markets with common characteristics which could drive the executional strategy across the region. The results are not always predictable: Shanghai turns out to have a lot in common with India, while Malaysia stands on its own. And some markets, Millward Brown concludes, are better at giving, while others are better at receiving.	Millward Brown	2009
We Can Be Rock Stars The future of the ad agency could be in nurturing ideas, says William Charnock after visiting the TED - Technology, Entertainment Design - conference.	William Charnock	2008
Advertising Avoidance: The Quiet Consumer Revolt Study to chart the extent to which individuals actively try to avoid advertising in some media, while they do not mind advertising in others.	Peter Callius	2009
Targeting Online Ads: Aim for the Bulls-eye or Focus on Hitting the Target? Among the significant and distinct attributes of online advertising is its ability to deliver relevant messages to specific targets. However, the range of available online targeting options is vast and becoming increasingly complex. How should advertisers choose among these alternatives to optimize their online ad effectiveness?	Duncan Southgate	2009
Green Fields Ahead for Advertising in China's Countryside China's undeveloped rural market is about to be on the receiving end of a huge boost from central government spending, providing an exciting new opportunity for advertisers.	Matthew Fan	2008
Network Creativity (external) Creativity on global accounts is often sadly lacking, thanks to a process that seeks to fulfill the lowest common denominator of requirements. Instead, agencies should be looking for the best creative work - wherever it arises - and making it work globally.	William Charnock	2006
Bands and Brands Bands and Brands is a major new investigation into the world of music and marketing. If you're interested in the business of bringing brands and artists together to create something mutually beneficial, it may be exactly what you've been waiting for.	brandamp	2008
Direct-To-Consumer Advertising Works Direct-to-consumer (DTC) drug advertising in the United States has been a subject of much controversy since restrictions on the practice were eased in 1998. Critics blame these ads for contributing to rising drug costs and unnecessary conflicts between patients and doctors, and recently, a widely publicized study has reported that they are not even effective at promoting the products they advertise. Are DTC ads worth the investment?	Angela Federici	2008
Managing Global Brand Advertising The hope and desire of the brand team are that the agency creative will bring some magic... and create a global advertising idea (which could become a global communication idea if it is 'big' enough).	Hamsini Shivkumar	2005
More Bull More In the revised and updated edition of his classic book, Behind the Scenes in Advertising, Jeremy Bullmore draws on nearly 50 years of agency experience to deliver a series of witty, wry and revealing insights into the world of advertising, brands and marketing.	Jeremy Bullmore	2003
Ogilvy on Advertising When I write an advertisement, I don't want you to tell me that you find it 'creative', I want you to find it so interesting that you buy the product. When Aeschines spoke they said 'How well he speaks'. but when Demosthenes spoke, they said, 'Let us march against Philip'.	David Ogilvy	1985
Pick Me Advertising is a fantastic industry, but actually getting a job (or even your foot in the door) can seem next to impossible... This one-of-a-kind guide shows you how to land a job and how to thrive once you're in and the pressure is on.	Janet Kestin, Nancy Vonk	2005
The Advertised Mind Just as other sectors have focused increasingly in recent years on measurement and assessment, so there has been a trend in advertising towards trying to measure the effect of advertising, and to prove whether it works.	Erik du Plessis	2005
Truth, Lies & Advertising I have always regarded advertising as being like a person you meet at a party. You meet, you decide very quickly whether you like him or her, and if you do, you stay and listen to what the individual has to say.	Jon Steel	1998