APPENDIX B
Online Brand Management and Advertising Resources
ONLINE BRAND MANAGEMENT RESOURCES
www.brandingstrategyinsider.com—Branding Strategy Insider helps marketing-oriented leaders and professionals build strong brands. It focuses on sharing thought-provoking expertise that promotes an elevated conversation on the discipline of branding and fosters community among marketers.
www.clickz.com—Marketing news and expert advice, with a comprehensive archive of articles on all aspects of marketing.
www.iab.net—The Interactive Advertising Bureau (IAB) is composed of more than 500 leading media and technology companies that are responsible for selling 86 percent of online advertising in the United States. The IAB educates marketers, agencies, media companies, and the wider business community about the value of interactive advertising.
www.mad.co.uk—Mad.co.uk is a group subscription service rather than an individual news site that connects marketing, advertising, design, and new media industry professionals to:
• News, in-depth analysis, case studies, and best practice from its leading industry websites
• Jobs through the Madjobs portal
• Exclusive discounts and benefits to conferences, training, and awards
• VIP networking events
marketing.about.com—About Marketing: articles, forums, chat, and more.
www.marketingprofs.com—The MarketingProfs editorial team finds the experts and in-the-trenches marketers who know what they are talking about and delivers practical advice that you can actually use through its newsletters, conferences, seminars, podcast, articles, and webcasts.
www.marketingsherpa.com—MarketingSherpa is a research institute specializing in tracking what works in all aspects of marketing, offering practical case studies, research, and training for marketers.
webmarketingtoday.com—The mission of Web Marketing Today is to publish down-to-earth articles, tutorials, webinars, and podcasts to help smaller, local businesses succeed online. Its authors are Internet marketing experts.
ONLINE BRAND-RELATED PUBLICATIONS
adage.com—AdvertisingAge
www.adweek.com—Adweek
thearf.org/jar—Journal of Advertising Research
www.brandingmagazine.com—Independent daily brand journal
www.emeraldinsight.com(select the Journals and Books menu)—The Journal of Product & Brand Management
www.marketingpower.com—American Marketing Association
www.palgrave-journals.com/bm—-Journal of Brand Management
www.salesandmarketing.com—Sales and Marketing Management
ONLINE ADVERTISING RESOURCES
Here is a list of online advertising resources, with brief descriptions (some taken straight from the websites themselves).
www.aaaa.org—Founded in 1917, the 4A’s (American Association of Advertising Agencies) is a national trade association in the United States. Its membership produces approximately 80 percent of the total advertising volume placed by agencies nationwide. Although virtually all of the large, multinational agencies are members of the 4A’s, more than 60 percent of its membership bills less than $10 million per year.
www.aaf.org—The American Advertising Federation (AAF), the nation’s oldest national advertising trade association, and the only association representing all facets of the advertising industry, is headquartered in Washington, D.C., and acts as the “unifying voice for advertising.” To accomplish its objectives, AAF initiatives include:
• Advertising Hall of Fame
• Advertising Hall of Achievement
• American Advertising Conference
• Executive Summit
• Government Affairs Conference
• Great Brands Campaign
• Most Promising Minority Students Program
• NSAC (National Student Advertising Competition): College World Series of Advertising
• Principles and Recommended Practices for Effective Advertising in the American Multicultural Marketplace
www.adage.org—For more than sixty-five years, Advertising Age has been the preeminent source of marketing, advertising, and media news, information, and analysis.
www.adforum.com—With nearly half a million users monthly, AdForum.com gathers information on 20,000 agencies and 150,000 campaigns (TV, print, and interactive).
www.adslogans.co.uk—Founded in 1990 by adman and author Timothy Foster, AdSlogans has built a growing and unique database of many thousands of advertising slogans, straplines, taglines, endlines, and claims in the English language. These lines have appeared all over the world, during the last fifty years. The resource also carries many historical lines and covers all brand categories in all media.
www.ahaa.org—AHAA: The Voice of Hispanic Marketing represents the best minds and resources dedicated to Hispanic-specialized marketing. Over the last two decades, AHAA has been a long-standing champion for corporate investment in Hispanic marketing and, since its inception in 1996, has increased Hispanic budget allocations twelvefold.
www.ana.net—Founded in 1910, ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA’s membership includes more than 500 companies with 10,000 brands that collectively spend more than $250 billion in marketing and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.
thearf.org—The Advertising Research Foundation (ARF) is an association for practitioners from every avenue of advertising—agency, academia, marketer, media, and research—who want to exchange ideas and research strategies. It was founded in 1936 by the ANA and the 4A’s to establish an open-minded, unbiased environment, free of partisan interests. Its principal mission is to improve the practice of advertising, marketing, and media research in pursuit of smarter and more effective marketing communications for business growth.
www.clioawards.com—The CLIO is the world’s most recognized international awards competition for advertising, design, interactive media, and communications. CLIO maintains its original commitment to celebrate and reward creative excellence, while continuing to evolve with the industry to acknowledge the most current breakthrough work.
www.commarts.com—Founded in 1959, Communication Arts (CA) is the premier source of inspiration for graphic designers, art directors, design firms, corporate design departments, advertising agencies, interactive designers, illustrators, and photographers—everyone involved in visual communication.
http://creativity-online.com/adcritic—AdCritic.com is a business-to-business and business-to-consumer knowledge resource for the advertising industry and related industries. Peter Beckman, founder, developed the concept of AdCritic.com to be a premiere screening service for television commercials using broadband video in 1999. Today, the site serves a need for agencies seeking creative talent, for creative talent to be found, and for consumers to give valuable feedback, survey data and rating of advertising collateral.
www.ecreativesearch.com—A comprehensive database of directors, production, and postproduction services from around the world, plus thousands of spots and credits. eCreativeSearch is a subscription-based Internet service for the commercial broadcast production industry. It provides access to a searchable and comprehensive database of talent (directors, production companies, music) and support services, as well as commercials.
www.effie.org—Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy.
www.iaaglobal.org—The International Advertising Association is the world’s only globally focused, integrated advertising trade association with membership representing advertisers, agencies, and the media. The IAA has corporate members, organizational members, educational affiliates, as well as fifty-six chapters with individual members and young professionals from seventy-six countries, including the top ten economies in the world.
www.oneclub.org—The One Club produces the One Show, an annual advertising competition judged by a group of the advertising industry’s most reputable creative directors. Every year, a different team of top creative directors judges ads sent in from all over the world.
www.shots.net—Launched in 1990, it is the world’s leading commercials title, providing ideas and inspiration for creatives internationally, as well as being the foremost source of information for the industry.
http://strategyonline.ca—This site uncovers and shares the “bold vision, brand new ideas” of Canada’s national marketing community. It delivers on this tagline through the monthly strategy magazine, strategy events, as well as various initiatives with industry partners, from the CASSIES and PROMO! Awards to its presence at Cannes.
www.warc.com—The World Advertising Research Center (WARC) provides knowledge and data to the global advertising, marketing, and media industries through its websites, print publications, and conferences.