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Print: $199.99 
ANA's triennial benchmarking study surveys a hundred industry experts to get the most accurate findings on topics such as agency profitability and performance incentive details. The questionnaire for this edition was updated by the ANA Advertising Financial Management committee to provide relevant data on topics about which you are concerned such as agency profitability and performance incentive details, along with its broad historical perspective of industry trends over the past 40 years. In this book you will learn about incentive compensation, media buying and planning services along with a current snapshot of overall compensation practices.
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Print: $37.00
Return on investment has remained in the forefront of marketers' minds for the last decade. Proponents demand that marketers become accountable for their budgets. There is a strong desire to believe that, in this modern age, marketers can finally depict what parts of advertising are working, even if the reasons may not yet be clear.
ROI for Marketing explores the reality of the current state, from the view of an experienced marketer well versed in both measurement and management. The analysis looks at strategic implications, decision-making time frames and considerations, as well as the dirty details of research. Overall, ROI for Marketing provides a critical analysis of the topic from the perspective of how to best make (and monitor) marketing decisions for the future.
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Print: $50.00
Determined by a secondary analysis of ANA survey data, Inside Advertiser and Agency Relationships examines the variety of actions intended to improve relationships taken by clients or by their agencies.
The book helps to clarify the type of agency being used, and concludes the best methods for improving the relationship with the particular agency type. By determining the cause then executing the appropriate action, many flawed advertiser agency relations can be repaired saving your company time and money. This book comes complete with a detailed advertiser questionnaire, extensive analysis and numerous charts and tables.
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Print: $49.00
This book is an excellent tool for anyone interested in getting an inside look into promotional marketing. The central message of the book is the importance of goals and measurement.
If your program does not have clearly defined goals, and if you are not measuring their success, then the odds are that they are accomplishing little or nothing. Trade Promotion Marketing by industry expert Bob Houk contains a step-by-step process on how to improve and revise your company’s trade promotion program.
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Print: $45.00
Managing You Media Organization provides guidance on best practices in managing a media organization on a variety of levels ranging from those that are in house, external or a combination of both.The management suggestions provided in this book apply to a range of business sizes providing proprietary information to ensure you are operating in the most efficient way. Complete with checklists, best practices, charts, case studies, and agency feedback, this book provides crucial information for marketers evolving in today’s media landscape.
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Print: $27.00
The Super Bowl of Advertising: Are Commercials Still Winning the Game? explores the most successful and unsuccessful commercials and integrated marketing campaigns across multiple industries.
In this book you will find case studies from dozens of advertisers over the years, an ROI analysis of Super Bowl advertising effectiveness,
historical perspective of the evolution of successful marketing campaigns, the impact of word of mouth marketing for the Super Bowl.
Written by longtime marketing author Bernice Kanner, The Super Bowl of Advertising: Are Commercials Still Winning the Game? was first published in 2004. This best selling title has been repackaged by the ANA to provide you with key insights from the advertising industry.
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Print: $36.99 Nine out of out of ten new products fail today. Why? Because marketers lack a defined, replicable, proven process that will allow them not only to introduce new products effectively, but efficiently, with the lowest possible cost.
In this ground-breaking work; New Products: The Next Big Marketing Revolution, new product expert Robert S. Shulman, founder and CEO of Markitecture, lays out the scope of the problem in creating successful new products, and more importantly explains the process you need to follow to solve it.
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Print: $42.00 Branded entertainment has been defined in the past as the integration of a product in a TV show, however with a new emphasis on product integration that definition has changed.
Best Practices in Branded Entertainment explores the popularity of branded entertainment among marketers, advertisers, and Hollywood producers who are focused on the success of script integration. The book thoroughly examines these new media integrations, online programs, event marketing and other branded entertainment tactics that PQ Media says will be a $51 billion dollar industry in 2006. The book is chock-full of detailed case studies from research expert IAG giving real life examples of the evolving branded entertainment.
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Print: $53.99 Marketing has moved into a new phase of financial accountability. This book enables marketers to finally answer the nagging question, "What do I get for my brand communication dollars?"
Managing Brand Communication ROI provides readers with a concise and informative history of brand communication measurement, including the author's vision of 21st century marketers. It makes the case that marketers must move away from the static measurement systems of the past toward ones more appropriate for today's dynamic marketplace.
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Print: $37.00 Marketing Communications Procurement is a valuable resource for both procurement and client-facing agency personnel to bridge an "us versus them" mentality and begin to move their relationships to a "win-win" scenario. This book contains information on how to maintain successful relationships with stakeholders,how to debunk commonly held myths in your company about your respective roles.
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Print: $29.99 A solid contract is the foundation for building stronger advertiser/agency relationships. This guide concisely outlines the key aspects of a strong contract.
Guidelines for Advertiser/Agency Contracts offers advertisers clear and concise advice on the three fundamental phrases of contract development: 1) Initial negotiation of terms, 2) drafting an Interim Letter of Understanding, 3) Final contract refinement.
This guide concisely outlines the key aspects of a strong contract such as defining agency services and compensation, conducting annual reviews, and establishing agreements on ownership of materials and conflict standards.
A sample contract is also included. Anyone responsible for agency relations will find this book an indispensable reference.
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Print: $37.00 Evaluating an advertising agencies performance is a critical part of any advertising program but developing a formalized evaluation system can be a complicated and tedious process.
This book can help you through this task by serving as an in-depth guide for designing an evaluation system that suits both client and agency needs. Outlining key elements and evaluation structure necessary to develop a process that is both effective and repeatable on an annual basis.
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Print: $55.00 This guidebook provides clear and concise analysis of complex compensation issues, including a comprehensive overview of agency compensation fundamentals.
Marketers responsible for overseeing agency compensation will find this Guidebook indispensable.
Some key topics covered in the book are: the types of compensation arrangements in use today, a detailed explanation of agency costs and profit margins, evaluations of the strengths and weaknesses of labor-based, commission-based and fee-based payment systems,insights into the increasing use of performance incentives, and
guidance on managing compensation costs
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Print: $40.00 This ANA publication takes you through all the stages in managing money while maintaining the Advertiser/Agency relationship.
The financial management of an Advertiser's account by its agency is one of the most difficult aspects of the Advertiser/Agency relationship. Money management is facilitated when the issue is addressed in the Advertiser/Agency agreement, and auditing is an essential component to ensure that an Advertiser's money is handled as intended.
The easy-to-understand booklet was created for marketing executives with responsibilities for agency-related finance, operations, procurement and purchasing. It would also benefit your agencies and media buying firms and any consultants who assist you in the audit process.
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Print: $65.00 This book is an excellent resource to consult for reaching your target and getting the appropriate information across in the right ways.
The proprietary content in this handbook gives front-line managers, executives, researchers, and planners the specifics on obtaining the data you need to boost the visibility and relevance of your brand. Insights cultivated from 20 years of experience spent in advertising, direct marketing, PR agencies, and consulting are put together in this handbook.
Step-by-step explorations and reviews within include: defining generational cohorts and lifestages, engaging in category research, conducting qualitative and quantitative research, examining details of focus groups, session duration, hybrid designs, changes in questions and stimuli, interviewing methods and communicating conclusions successfully.
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Print: $37.00 Driving Brand Equity and Accountability contains proprietary findings to help your company resolve perplexing issues such as share-of-voice relative to peer companies and stock price. It explains specific variables that should be examined to measure the brand. Members of the ANA Marketing Accountability task force tell us how difficult it is to tie brand equity to sales results. Author Jim Gregory and the work of the CoreBrand database provide an interesting approach to resolving this dilemma.
By reading about these brand measurements, you will obtain unique findings at the top of leaders' minds. The book is an invaluable resource for marketing executives, advertising leaders, managing directors, and more.
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Print: $37.00 This book provides you with a step-by-step process on how to select an advertising agency that suits your company's creative philosophy and budget.
In addition to helping you determine when to consider appointing a new agency Selecting an Advertising Agency provides valuable guidance to help you:
•Define your advertising needs
•Identify suitable agency candidates
•Establish agency screening criteria
•Narrow your choices
•Evaluate agency presentations
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Print: $42.00 The book explains to agencies the factors their clients take into consideration before accepting a commercial production bid. Senior executives of advertising agencies will also want to read this to ensure their staff makes informed decisions.
It will show advertisers how to minimize production investment risks without compromising creative value, make the best selection of project bids,maximize meeting time, make optimal observations during the shoot, better understand the costs of the editing procedure afterwards.
Informing agencies about the intricacies of clients' various needs, how clients' budget constraints are mandating an update of strategies and concepts,clients' thoughts during the storyboard presentation, talent allocation, shoot, and commercial editing/re-formatting processes.
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Print: $52.00 This book is full of best practices for optimizing a client/agency relationship and a broad range of improvement actions from both advertisers and agencies.
Author Joanne Davis takes the role of advisor and "marriage counselor", providing mini-cases of successful solutions to prevent "divorce" with such ideas as the "review of one." The book includes The Association of National Advertisers' first comprehensive benchmarking study on client/agency relations based on a quantitative survey with both advertisers and agencies.
Topics include what clients want from agencies, what clients want agencies to do for client growth, client confidence in agencies' delivery, what makes agency people beg to work on client accounts, and how agencies define a great client.
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Print: $85.00 Most advertising and marketing executives cannot claim a mastery of advertising and marketing law; yet it is an area we deal in almost every day. Please Be Ad-Vised is considered the industry's legal reference guide for advertising and marketing professionals. It is a comprehensive and practical tool for avoiding legal blunders. In addition to summaries of dozens of legal issues, the book provides sample legal forms for everything from ownership and protection of creative work to agency-client relationships.
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Disc: $99.00 At the 2007 ANA Annual Conference the theme was “Transforming the Marketing Landscape.” This year’s speakers proved that marketers are doing a much better job connecting with and understanding their customers. Through consumer insight, the best marketers are learning to connect in a different fashion.
By listening to this Audio CD you will hear common themes throughout each presentation. In today’s complex and fragmented marketplace, one must forge an emotional connection and then let go. Marketers that dive beneath the surface, will capture a better understanding of the marketplace and ultimately be the most successful.
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Print: $40.00 Deconstructing Creative Strategy provides a “reverse engineering” methodology for approaching virtually any marketing challenge. Author Rich Feldman looks at 14 separate “elements” of creative strategy, each of which can and should be considered independently – including conflict, home and work dynamics, consuming passions, price/value, consumer negotiation, drama and authenticity. Each of these elements is presented in the form of an analogy, making it perhaps the first-ever creative book on creative strategy. Feldman concludes with a discussion of how to link, or “reconstruct,” resulting insights into a go-to-market plan. This book is a must-read for anyone who will benefit from taking a more critical look at creative thinking.
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Disc: $99.00 The agenda for the 2007 Marketing Accountability Conference was driven by the work of the ANA Marketing Accountability Task Force, who delineated several commandments to help marketers move from measurement to action.
From insights provided by top marketers in the industry, from this Audio CD you will learn how to apply these principals and make your marketing more accountable.
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Association of National Advertisers
708 Third Avenue
New York, New York 10017
Phone: (212) 697-5950
Email:bookstore@ana.net
ANA provides indispensable leadership that drives marketing excellence and champions, promotes and defends the interests of the marketing community. We will accomplish our mission through:
Insights
ANA advances marketing decision-making by acquiring, developing and disseminating unique and proprietary insights to ANA members. Our intellectual capital covers all aspects of the communications process, including brand building, integrated marketing communications, marketing accountability and the marketing organization.
Collaboration
ANA consistently brings members together with industry thought leaders to promote fresh thinking, develop new ideas, provide professional training and facilitate industry-wide networking. The ANA convenes constituents across the entire marketing spectrum including peer marketers, agencies, the media, associations, consultants, vendors, production companies and academicians.
Advocacy
ANA is the voice of the marketing community. ANA leverages its leadership to advance the industry’s agenda – engineering progress and transformation while defending core marketing interests and freedoms. On behalf of the industry, we address legislative and regulatory issues, promote industry policies and practices, strengthen the marketing supply chain and align the marketing community towards solutions for societal concerns.
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