Category Archives: Resources

Guides to planning international advertising campaigns

InTV User Guide: International campaign planning

A tool designed by the International Television Research Group (inTV) to help media and marketing professionals learn how to get the most out of an advertising campaign on international media.

Six steps to a successful international communications campaign

How advertisers and agency planners can successfully navigate their way through the international communications planning process, by Sonia Marguin, head of research at Euronews and a board member of the International Television Research Group (inTV).

 

 

Industry news and trends

Advertising Age

Advertising Age (or Ad Age) is a magazine that delivers news, intelligence and conversation for the marketing and media community. Ongoing coverage of strategic topics like CMO Strategy and data-driven marketing is complemented by breaking news on digital, social media and more. The 85-year-old media brand also produces industry rankings including the 200 Leading National Advertisers report, Agency A-List and the annual Agency Report.

Adbrands.net

Adbrands.net, published by  Mind Advertising Ltd., provides oversight of the global advertising industry and how the agency business is structured. Adbrands.net offers three main services: 1) Adbrands Company Profiles assess more than 1,000 leading advertisers, brands and agencies, and examine each company’s business record, geographic strength and comparative performance within its chosen sector, including strengths, weaknesses, history, up-to-date news and top-line financial information. 2) The Account Assignments database tracks account management for the world’s leading brands and companies. In other words, which advertising agency handles which accounts in which countries. 3) Adbrands Weekly Update is a weekly round-up of significant news relating to leading advertisers and agencies.

This Year, Next Year by GroupM

This Year, Next Year is GroupM’s original forecast brand and the generic name for its suite of reports on advertising expenditure forecast. GroupM is a global media investment management company serving as the parent to WPP media agencies. GroupM reports are compiled using the combined resources of WPP’s agency networks and central operations. Its reports and forecasts are used by advertisers, media owners, investors, analysts and other marketing services organizations. They are principal references for GroupM itself, its holding company WPP, and the wider WPP group.

this-year-next-year-2015

Campaign Middle East

Campaign ME is the Middle East edition of the UK’s leading magazine for the advertising and media industry. The aim of Campaign Middle East is to champion creativity and best practice and to act as a constructive forum for debate in the midst of an ever-evolving media landscape.

Gulf Marketing Review

Gulf Marketing Review has been offering marketing and media intelligence in the region for two decades. The magazine combines research, analysis, features, interviews and news tailored to clients, media owners and their agencies operating across the MENA region.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

Anholt, S. (2000). Another one bites the grass: Making sense of international advertising. Wiley.

Banerjee, A. (2000). International advertising developments. International advertising: Realities     and myths, 1-27.

Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated     marketing       communications perspective. The McGraw− Hill.

Bullmore, J. (2000). Alice in Disneyland, a creative view of international advertising.          International advertising: Realities and myths, 41-56.

Melewar, T. C., & Vemmervik, C. (2004). International advertising strategy: A review,       reassessment and recommendation. Management Decision, 42(7), 863-881.

White, R. (2000). International advertising: How far can it fly. International advertising:     Realities and myths, 29-40.

Wright, E., Khanfar, N. M., Harrington, C., & Kizer, L. E. (2016). The Lasting Effects Of Social Media Trends On Advertising. Journal of Business & Economics Research (Online), 14(3), 75.