New Releases

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.

ROI for Marketing looks at the subjective/objective nature of ROI and asks the questions: Is marketing an art or a science and what role should ROI play in determining marketing's success? 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.

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.

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.