Books/Publications

The Creative Brief Toolkit

The Creative Brief Toolkit
The Creative Brief Toolkit

Pakistan Advertisers Society recently commissioned Creative Brief Toolkit to help the industry with the process of creating a project brief. Written by Arshy Ahmad, the title of this toolkit really sums up its content. Before writing this toolkit, members of PAS understood the one thing Brand Managers and Account Managers didn’t have, and that is […]

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The 100+ Best Slides From Cannes Lions 2016

The 100+ Best Slides From Cannes Lions 2016
The 100+ Best Slides From Cannes Lions 2016

The very best slides from Cannes Lions International Festival of Creativity, with Jesse Desjardins’ 100+ Best Slides From Cannes Lions 2016 SlideShare presentation. These 100+ slides takes form the best presenters at Cannes festival of creativity. Here are the complete slides: Share it:Tweet

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The Mental World of Brands

The Mental World of Brands
The Mental World of Brands

This book provides a compelling new start point for developing better relationships between brand and consumer. It asks: how does the brain work? How does it form memories and associations? How can we best use this knowledge to build brand equity?

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Accountable Advertising

Accountable Advertising
Accountable Advertising

This book gives everyone connected with the advertising budget – marketing directors, finance directors, chief executives, advertising agency account managers and planners – the tools they need to make properly informed decisions.

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Advertising Works 16

Advertising Works 16
Advertising Works 16

This book showcases 18 imaginative, successful campaigns from around the United Kingdom. The case studies are all prize winners from the IPA’s Effectiveness Awards 2007.

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How Advertising Works

How Advertising Works
How Advertising Works

This classic book (now available only in PDF format) provides a serious examination of advertising issues and practices. It is essential reading for everyone involved in the advertising world and professionally interested in the ways in which advertising works.

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The Hidden Power of Advertising

The Hidden Power of Advertising
The Hidden Power of Advertising

The way advertising works is not so transparent after all. Advertising does have some sort of hidden power which enables it to influence us without our realising it.

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Pre-Testing Advertisements

Pre-Testing Advertisements
Pre-Testing Advertisements

A valuable overview on the importance of advertisement pre-testing and how it should be used. This monograph reviews the main approaches to advertisement pre-testing used in Europe and the US and examines such issues as how people respond to advertisements and problems with diagnostic measures. The author provides guidance for users of pre-testing on how it should best be approached.

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When to Advertise

When to Advertise
When to Advertise

When to Advertise explains how to allocate an advertising budget over time. A media schedule written using the ideas in this book may save hundreds of thousands of pounds.

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The Advertising Budget

The Advertising Budget
The Advertising Budget

‘An outstanding reference book for any advertiser to use when looking at a wide range of decisions about advertising’ – Incorporated Society of British Advertisers.

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