Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Advertising is usually paid for by a sponsor (advertiser).
It is also common to use advertising as a persuasion method for political or ideological purposes.
Traditional advertising generally refers to non-digital mediums such as ads in print (newspapers, magazines), broadcast (radio and TV) or out-of-home (outdoor/place-based/transit), whereas digital methods of advertising includes online display ads, keyword search ads, mobile advertising, text ads, digital displays and ads in online videos.
CMA Marketing Facts - 2014 Edition
Marketing Facts 2014 is the latest edition of the annual publication, released in December 2013. It includes updated statistics and information from over 40 respected and well-known sources. Excerpts and portions from a number of studies not widely available are included ...more
CMA Marketing Guide
Briefs that Inspire Great Campaigns
A well-constructed brief ensures marketers, advertisers, and creative leads are all aligned and working towards the best possible outcome for any campaign and/or brand development ...more
CMA White Paper/Reports
Online Privacy: Where Beliefs and Practices Collide
Consumers are conflicted about the kinds of ads and offers they might want to receive when online. On the one hand, there is concern about their personal identities being exploited, on the other, there is an appreciation of special offers from brands ...more
Mobile's Transformation of the Customer Shopping Journey
Think Content, Connectivity and Context – the key elements that will drive invaluable mobile experiences and M-commerce ...more