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A Feature-Based Approach to Assessing Advertisement Similarity This research explores the degree to which similarity perceptions between two advertisements can be decomposed and explained by a “weighted-and-summed” distance measure computed on the advertisements’ executional elements, after controlling for familiarity and viewers’ responses to the advertisement. pdf-file  
A Measured Response Realize the potential of your advertising with tracking research; article by Jerry W. Thomas   
Advertainment Music pervades our lives. So does advertising. It is of no surprise that the two are very closely linked. This article discusses the role of music in advertising and vice versa.  
Advertising and Packaging Your product's voice and face; article by Gene Leichter   
Advertising Impact Generalizations in a Marketing Mix Context What has academic research revealed about the quantifiable impact of advertising on business performance? This article summarizes the advertising-related findings in a recent Marketing Science Institute book on empirical generalizations about marketing impact.  new
Advertising of Prescription Medicines: HealthWatch Position Paper on Direct to Consumer Advertising of Prescription Medicines. Pdf-file  
Beyond the Mass Mailing - Next-Generation Campaign Management in an Era of Saturated Markets In an average city on an average day, the average citizen runs into some 5,000 marketing messages. In the middle of this critical challenge, the skills and science of direct marketing seem to be trapped in the 20th century. Abstract, pdf-file available for download. 2008  
Competitive Reactions to Advertising and Promotion Attacks How do competitors react to each other’s price-promotion and advertising attacks? What are the reasons for the observed reaction behavior?   
Effectiveness in Advertising Concept, planning and evaluation. Slide show, pdf file  
Evidence-based advertising - An application to persuasion This paper is concerned with only one aspect of advertising – that being persuasion. The author uses a broad common-sense definition of persuasive advertising: it is the attempt to use primarily one-way communication to influence attitudes and beliefs. 2011  
Fading Glory All those clever advertising slogans won't make you remarkable, and that's what the game is all about today. 2004  
Future of Advertising Education White paper. It is the objective of this White Paper to explore the current status of advertising education and suggest directions for its short- and long-term future.   
Glossary Dictionary of advertising terminology  
Guess for Success? If your ad agency tells you it can handle new product development, don't believe it!  
Humor A short list of some funny ads and stories   
Industry data Features Leading international advertisers, World brands etc.  
International Advertising This article discusses various aspects of international advertising  
Keeping Marketing’s Promises Ads that trumpet, “We’re unique!” are meaningless if the stores say, “No, we’re not.” 2007  
Methods Overview of major methods of advertising and promotion  
Reader Involvement - Survey on Magazine “Wantedness”—Results Summary How and why readers are involved in magazines is more than just a hot topic in the advertising industry. In fact, the “wantedness” of a publication has gone from being an industry buzzword to being one of the most powerful among all the measures available to media planners. pdf-file  
Supermodels How super are supermodels as advertising spokeswomen; article by Melvin Prince   
Techniques and Concepts of Advertising In Glossary of terms style. Pdf-file  
Text message advertising: Response rates and branding effects This paper explores the role of SMS or text message advertising. Although SMS advertising is strictly a form of telemarketing, it shares features with e-mail marketing and mcommerce. Pdf-file 2005  
The Direct and Indirect Effects of Advertising Spending on Firm Value The authors hypothesize that advertising can have a direct effect on valuation (i.e., an effect beyond its indirect effect through sales revenue and profit response). The empirical results across two industries provide support for the hypothesis that advertising spending has a positive, long-term impact on own firms’ market capitalization and may have a negative impact on the valuation of a competitor of comparable size. new
The Impact of Feature Advertising on Customer Store Choice A heavily used competitive tactic in the grocery business is the weekly advertising of price reductions in newspaper inserts and store fliers. Store managers commonly believe that advertisements of price reductions and loss leaders help to build store traffic by diverting customers from competing stores. In this paper we employ a stochastic choice modeling framework to propose and empirically estimate a disaggregate, consumer-level model of the effects of feature advertising on store choice. pdf-file. 2006  
When is advertising a waste of money? Advertising needs to generate sales for companies, not just buzz, to justify the cost.   

Legal Issues, Ethics, and Authorities

Advertising Ethics Blog AAF President Emeritus Wally Snyder will be sharing his perspective on a less-discussed area of the industry: advertising ethics.   
Advertising Ethics: A Field Study On Turkish Consumers This study examines whether use of deception in ads, cultural stereotyping, sexual stereotyping, and emotional exploitation factors have an influence on the Turkish consumers.   
Advertising Law Resource Center    
Advertising Standards Authority British Authority: Self regulations, codes, research, statistics and more  
Consolidated ICC Code of Advertising and Marketing Practice The Consolidated International Chamber of Commerce Code of Advertising and Marketing Communication Practice is a new set of precepts for the new age of communications.  2006  
Direct Marketing Association's Guidelines on Ethical Business Practice The Direct Marketing Association's Guidelines for Ethical Business Practice are intended to provide individuals and organizations involved in direct marketing in all media with generally accepted principles of conduct.  
European Advertising Standards Alliance    


Publications Literature
Super Advertising Slogans & Super Costs 
By Naseem Javed   
Advertising slogans or taglines pushing sales are great for getting a customer’s attention as they often tangle and hold them hostage for a second or two. Some taglines catch the user’s attention, but most are simply confusing, causing them to “escape the trap” and run away.
Contemporary Advertising
by by William F. Arens
Presents advertising as it is actually practiced: as a business, a marketing tool, a creative process and dynamic, hybrid discipline that employs various elements of the arts and sciences.

Effective Advertising : Understanding When, How, and Why Advertising Works
by by Gerard J. Tellis
The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work.

Tested Advertising Methods
by John Caples, Fred E. Hahn
A legend in advertising for more than 60 years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has been updated by respected advertising consultant Fred Hahn. It retains all the clarity, candid analysis, time-tested experience and invaluable award-winning ideas from the original, while bringing it right up-to-the-minute on the many new changes in the field.

Ogilvy on Advertising
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business".



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