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Method in the marketing

Article Abstract:

This article describes efforts by the advertising and marketing industries in Australia to conduct research that will determine what ads are successful and the nature of the mental processes that enable them to succeed. Relevant points the need to respond to declining creativity in the Australian advertising industry and to more fully appreciate the sometimes irrational nature of brand decisions by consumers.

Psychological aspects, Research, Australia, Advertising, Australian advertising

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The 21st century plan

Article Abstract:

Martin Sorrell, founder of advertising group WPP Group, predicts more mergers in the global advertising sector. Sorrell believes future success lies in effective co-ordination of activities. He also believes it is vital to recognize the crucial role of the American market.

Management, Interview, Sorrell, Marting (British advertising executive), WPP Group PLC

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