Full articles for online reading:

Brand trust in an age without trust: Expert opinions
This paper identifies the influences of mistrust and recommends actions that managers can take to
insulate their brands in a climate of mistrust. Eight themes that have created a climate of mistrust
were identified, including the emergence of more cynical consumers, frequent consumer recalls, em-
phasis on the needs of business ownership over the needs of consumers, uneven quality advances,
service quality declines, and too many undifferentiated choices.
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Consumer web page search, clicking behavior and reaction time
This paper explains why visitors click the last several menu items on a web page at a higher rate
than middle items in the menu, a menu recency effect. It also tests the use of visitor reaction time
data as routinely collected by live web servers on the Internet and the use of such data in
understanding consumer response to direct marketing efforts at an individual web page level.
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Users’ motivations and attitude towards the online press
This study explains how the advent of the Internet not only affects the way in which newspapers
work, but also has an impact on readers’ behavior. This research seeks to identify the readers’
motivations as the key determinants of the attitude towards digital newspapers, and to analyze their
impact on that attitude.
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Learn the visual language of successful global brands
One of the major barriers to achieving global brand consistency is the concept of ‘speaking with
one voice’. Language is a slippery subject, and translating selling propositions from one culture to
another is not always easy. In particular, translating the nuanced emotional imagery of the brand
relationship can be quite a challenge for the poet-in-residence at local advertising agencies.
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Stress on accountability can be dangerous in a recession
A robust economy has been replaced by one that is contracting sharply, and many predict a
looming recession as severe as that in 1981–82. Against this backdrop, the pressure for
demonstrable accountability of marketing activity has inevitably grown: what was once driven by
best practice is now driven by necessity, or even survival. This is as it should be – if marketing is
asking businesses to dig deep during troubled times then the quid pro quo must be greater
accountability.
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ANA Survey: Marketing in and after the recession
In the spring of 2009, the two hottest buttons were: metrics (“What’s all this information really
telling us?”) and the economy (“Are we a lagging or a leading indicator and how much time do we
have left?”). The Association of National Advertisers (ANA) combined the two together in a survey
entitled 2009 Brand Building in Tough Times & Beyond. The organization polled its members twice
to determine how marketers navigate their businesses through tough economic times and, more
optimistically, how they planned to respond.
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Marketing Week Insight Summit 2009 - The growing divide between agency researchers and client-side insight teams
This report is a round up of the main sessions and dominant themes of the UK event, and includes
discussion of some very significant client-agency issues.
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Innovating in recession: Media trends in the 2009 US Effies
A look at the papers that won Gold and Silver Awards at the 2009 US Effies.
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Rise of the Documentary: Creative trends in the 2009 US Effies
If advertising really is a mirror to the soul of a culture, then some of the creative trends evident in
the 41st Effies suggest a slighter darker, doubtful America seeking reassurance.
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