Ad Management
Nov 24, 2003
If you do a good job finding an agency partner with the right talents and the right organizational disciplines, you should be able to forge a long-lasting relationship that will pay maximum dividends for you and your company.
Feb 17, 2003
The closer you are to your customers, the more you can find out how to do your job better
Jan 20, 2003
The new year will be so much better if only these few wishes might come true
Mar 04, 2002
Limit your terminology for marcom plans to these basic definitions
Nov 19, 2001
Even though everyone's an expert, here's some ways to tell good ads from bad
Oct 22, 2001
Technical experts can tell you what you need to know, but you have to ask the right questions.
Jul 30, 2001
Six ways to be the Perfect Client and get better results from your agency
Jul 02, 2001
Learn the difference between one who counsels and one who is counseled for enhanced job satisfaction
Aug 28, 2000
Even if you're just starting out, there are ways you can effectively lead the marketing communictions process
Feb 14, 2000
Old agency models no longer apply. New ones are emerging to satisfy changing client needs.
Aug 30, 1999
The choice between in-house vs. outside agencies is surprisingly easy. Here's how to decide.
Jan 02, 1999
The more complex your marketing plans, the less valuable they are as management tools
Sep 28, 1998
Occasionally I'm asked if I fear being put out of business by the Internet. People say this because the Internet brings buyers and sellers together much like the Yellow Pages do, often without the assistance of an advertising agency. And while the Internet is growing rapidly and there are many...
Apr 27, 1998
Judging from the number of lame and truly awful print ads you see in trade publications these days, I'd have to say many managers are struggling with how to make decisions regarding creative concepts and executions. And I'll readily admit, even after many years in the business, it's not an...
May 01, 1997
Almost once a month I hear someone in advertising proclaim what a wonderful business this would be if it weren't for clients. They usually say this after one of their ideas has been stomped on, or a favorite project has been canceled, or a request has been made to revise...
Mar 06, 1997
Whether you work for an advertising agency or the in-house advertising department of a large corporation, if you're in the account service group, your performance can have a huge impact on the success or failure of your entire agency team. Since I've viewed this situation from both sides of the...
Jul 17, 1995
More and more companies these days are putting managers in charge of the advertising function who have little or no experience in that area. If you are one of these people, here are several important tips to guide your efforts. 1. You can't save your way to success. Because advertising...
May 13, 1995
Most "marketing communications" professionals are really just "communications" people. They don't understand marketing, nor do they want to. And that's unfortunate, because marketing is where the action is these days. Companies that have historically been known for other things (like, engineering or research, for example) are discovering the difference that...