Index
academia-practice gap
account management
account planning
advertising budgets
campaign evaluation
see also advertising, effectiveness measurement
evolution
strategic development of brands
inter-media decisions
JWT Toolkit
the advertising idea
idea management
pre-testing
theory to practice progression
Account Planning Group (APG) awards
account representatives
accountant’s marketing
added values
measurement
real marketing
advert tweakers
advertisements
advertising
added value and
art and science of
budget setting
contribution to new brands
barriers to entry
corporate
creative evaluation
defining the role for
see also Scale of Immediacy
digital
effectiveness measurement
added value
campaign exposure
pre-testing
see also advertising, creative evaluation
in an enjoying society
evolution of account planning
in a functioning society
in history of brands
how it works
evidence
new brands
off-the-peg research
predictive pre-testing
theories
inter-media decisions
JWT Toolkit
the advertising idea
idea management
leisure industry
long-term/lasting effects
mid market brands
new advertisers
research decision making
research for see research
retailers
short-term effects
stimulus-response relation
strategic development of brands
technological change and
advertising idea
Advertising Planning Index (API)
advertising research see research
affluence
After Eights
AIDA model
Andrex
Ariel
art of advertising see creativity/creatives
attitude measurement
attitude-modifying advertising
attitude-reinforcing ...
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