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Advertising research : markets, methods and knowing consumers

MacRury, Iain - In: The advertising handbook, (pp. 46-73). 2009

Persistent link: https://www.econbiz.de/10003851901

BT campaign: "business plan"

Boothby, Kate - In: Journal of direct, data and digital marketing practice … 8 (2006/07) 4, pp. 336-345

Persistent link: https://www.econbiz.de/10003469005

When bad is good : the creative conundrum of agency-client relationships

Sasser, Sheila L.; Koslow, Scott - In: Current insights and future trends : [extended versions …, (pp. 365-377). 2012

Persistent link: https://www.econbiz.de/10009748085

Advertising media : creative planning in media selection

Brown, Lyndon O.; Lessler, Richard S.; Weilbacher, … - 1957

Persistent link: https://www.econbiz.de/10000674733

Agency practitioner theories of how advertising works

Nyilasy, Gergely; Reid, Leonard N. - In: Journal of advertising : official publication of the … 38 (2009) 3, pp. 81-96

Persistent link: https://www.econbiz.de/10003892018

How disruption brought order : the story of a winning strategy in the world of advertising

Dru, Jean-Marie - 2007

Persistent link: https://www.econbiz.de/10003449462

The advertising agency selection contest : a competitive auction with an incumbent, differential qualities, and partially reimbursed participation costs

Horsky, Sharon; Horsky, Dan; Zeithammer, Robert - 2010

We model the contest among full-service advertising agencies as a score auction. The score auction allows the advertiser to select the agency that offers the best combination of creative quality and media cost, and to determine the contract price. To participate in the contest, each agency needs...

Persistent link: https://www.econbiz.de/10008906255

Advertising agencies : the most calcified part of the process

Nyren, Chuck - In: The silver market phenomenon : marketing and innovation …, (pp. 249-262). 2011

Persistent link: https://www.econbiz.de/10008746321

The anatomy of account planning

King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 7-11). 2007

Persistent link: https://www.econbiz.de/10003578117

The origins of account planning

Treasure, John - In: A master class in brand planning : the timeless works …, (pp. 13-17). 2007

Persistent link: https://www.econbiz.de/10003578194

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