Books/Publications

What is Brand Equity, Anyway?

What is Brand Equity, Anyway?
What is Brand Equity, Anyway?

“This is a wonderful book. Paul is a thought leader who makes the rest of us think a great deal better. Agree or disagree, what matters is that he provides real substance for the grey matter. And it was a pleasure to read.”     Tim Ambler, The London Business School

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Tracking Advertising and Monitoring Brands

Tracking Advertising and Monitoring Brands
Tracking Advertising and Monitoring Brands

Advertising and marketing are significant expenditures and companies need to evaluate the returns they get from them. But precise evaluation is difficult. Tracking surveys are one set of tools used for this purpose.Tracking Advertising and Monitoring Brands examines in detail the importance of tracking and includes an in-depth review of the different methods of measurement available.

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Why your direct marketing doesn’t work

Why your direct marketing doesn’t work
Why your direct marketing doesn’t work

“Extremely funny but also instructive. Salutary reading for all perpetrators of junk mail.” Drayton Bird

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World Advertising Trends

World Advertising Trends
World Advertising Trends

For the world major markets World Advertising Trends includes Purchasing Power Parities (PPPs) – rates of currency conversion that eliminate the differences in price levels between countries. The PPPs are given in national currency units per US dollar, making country by country comparison truer and more user-friendly.

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Marketing in the Era of Accountability

Marketing in the Era of Accountability
Marketing in the Era of Accountability

It is widely accepted that the case studies submitted to the IPA Effectiveness Awards are the most rigorous available. What is less well known is that the competition has enabled the IPA to build a separate database of confidential data about brands, their market situations, campaigns and results.

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Copy Testing: Practice and Best Practice

Copy Testing: Practice and Best Practice
Copy Testing: Practice and Best Practice

“It is difficult to see how today’s managements can justify spending large sums on producing and then running ads with no real evidence that they will meet their objectives”  ~ From the Foreword by Keith Weed, Chairman of Lever Faberge UK

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Advertising & Markets

Advertising & Markets
Advertising & Markets

Advertising is often criticised on the grounds that it not only sells brands but also supports and expands the overall level of consumption of the products being advertised, whether or not this is the intention.

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How Public Service Advertising Works

How Public Service Advertising Works
How Public Service Advertising Works

A fantastic analysis of best practice in achieving behavioural change through the positive power of advertising and communications.” ~ Baroness Peta Buscombe, Chief Executive, Advertising Association

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The True cost of cutting adspend

The True cost of cutting adspend
The True cost of cutting adspend

A groundbreaking analysis revealing the relationship between brand strength and advertising support

Confirmation that advertising helps ensure brand success
Advertising vs price-cutting: the implications for market
How category leaders follow
Why some premium brands have lost market share since 1997

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