Bookstore

Dozens of publications.
Most available nowhere else.
Many free or discounted for 4A’s Members.

Should Firms Increase Advertising Expenditures During Recessions?

Over the past several years, the American Association of Advertising Agencies’ Value of Advertising Committee has engaged third-party researches to determine the value of advertising in the marketing communications mix. The purpose of these commissioned studies is to go beyond the sometimes fuzzy metrics of “marketing results” or anecdotal whether third-party research would find proof […]

Short- and Long-Term Effects of Advertising and Promotion

VOA112 This book is an invaluable addition to the “Value of Advertising” series because it disproves a long-held belief that advertising has a minimal effect on the base-line sales of any product. The findings in this book indicate that advertising, over a period of time, is instrumental in strengthening a brand’s position with consumers. While […]

Idea Engagement: Feelings Stirred, Not Shaken – Executive Summary

This landmark study of the emotional response to advertising recognizes that advertising is more of an art than a science. Most of the work done in advertising research prior to this study recognized the science of advertising, but not the art.   Initiated by the late Ken Kaess, this study enlisted the aid of the […]

Advertising Spending and Market Capitalization

VOA117 Over the past several years, the American Association of Advertising Agencies’ Value of Advertising Committee has engaged third-party researches to determine the value of advertising in the marketing communications mix. The purpose of these commissioned studies is to go beyond the sometimes fuzzy metrics of “marketing results” or anecdotal whether third-party research would find […]

4As Labor Billing Rate Survey Report 2015

4A’s members believe that there is an opportunity to evolve the labor billing rate process through a transparent, efficient and mutually beneficial sharing of industry labor rate information among marketers and agencies, and by providing best practice guidance related to market-based labor rates. This 4A’s 2015 Labor Billing Rate Survey Report, which covers actual hourly […]

The Strong Link Between Advertising and Stock Value

Given how high the stakes are in the investment world, companies cannot afford to dismiss anything that can boost stock value, and new research finds that means companies must advertise. Get the tools you need to demonstrate the importance of investing in marketing in language that will resonate with C-suite and financial executives.

Utilizing numerous charts and two case studies, this book examines the relationships linking corporate brand communications; corporate image and shareholder value, and quantifies the factors contributing to corporate image. The most important factor is advertising, which weighs in at 30 percent. Consistent ad spending is thus a formidable force in adding to brand value. Other forms of communications, such as public relations, investor relations, employee relations, and social media, contribute an additional 23 percent. With many events, such as economic uncertainty, falling outside the control of a public company, it would be foolish to discount advertising, a relatively sure thing that can improve the company’s valuation.

How to Build a Training Program at Your Agency

The booklet provides perspectives on the importance of training, discusses training implementation, including developing the training curriculum, addressing core competencies, and the four types of training, and offers tips on creating a training culture in your agency.   In addition, there are appendices providing samples of agency core competencies, agency training job descriptions, a list […]