The Open Source in Media Knowledge. Decades now, we are trying to find out "How Advertising Works". MediaMedicKit soul purpose is to unlock this mystery.
Knowledge is Power.
Must Have Books and Papers
In this section are MUST HAVE Books and Papers for your Library. All links and prices are for reference use only. E-mail me for inquiries.
Upcoming Seminars & Events
Changing Lives (Future Foundation)
10 January, 2010
Email: josiew@futurefoundation.net
Web: futurefoundation.net
Executive Leadership Program (AAAA)
11 - 15 January, 2010
Four Seasons Resort, Palm Beach, Florida USA
Now more than ever, advertising agency executives are faced with
critical business issues that significantly impact the success
of both the agency and its employees. The 4A’s Executive
Leadership Program guides participants in developing the skills,
perspectives and confidence necessary to navigate their agencies
through the rough terrain of the current economic environment.
Email: tstarwalt@aaaa.org
Web: aaaa.org
2010 ANA TV & Everything Video Forum (ANA)
11 February, 2010
New York Marriott Marquis, Times Square USA
The ANA TV & Everything Video Forum recognizes that the role of
television in the media mix is being redefined and broadened. In
addition to "traditional" television, the TV & Everything Video
Forum will explore the use of video on any type of screen or
device-the computer/Internet, mobile, point-of-purchase, gaming,
and more.
Email: registration@ana.net
Web: ana.net
IAB Annual Leadership Meeting (IAB)
21 - 23 February, 2010
La Costa Resort, Carlsbad USA
Revenue: The Next Wave, the theme of the IAB Annual Leadership
Meeting in 2010, captures what is foremost in the minds of
industry leaders—how to define the path forward for new media
models to realize the full potential of interactive to drive
substantial revenue. In just two years, the IAB Annual
Leadership meeting has established itself as the central thought
leadership venue for senior executives to discuss and debate
potential solutions to the most pressing challenges facing
marketers, agencies and publishers.
Web: iab.net
Global Healthcare 2010 (ESOMAR)
28 February, 2010 - 2 March, 2010
W New York USA
The Global Healthcare sector has historically been fairly
resilient to recessions, but it is not ‘recession proof’. The
long-term prospects for the sector are good, as strong growth in
emerging markets, an ageing population, and growing levels of
lifestyle-related chronic diseases in the developed world drive
demand. However, the industry dynamics are fundamentally
changing. For instance: the application of Web 2.0 technologies
and new marketing strategies are transforming the world of care
delivery worldwide. The ESOMAR Global Healthcare 2010 conference
focuses on innovation, market trends, and the role of research
as the catalyst of this evolution.
Email: customerservce@esomar.org
Web: esomar.org
Transformation 2010 (AAAA)
28 February, 2010 - 3 March, 2010
Hilton San Francisco Union Square USA
Transformation 2010 is not just the amalgamation of the 4A’s
Media and Leadership Conferences. It’s a unique opportunity to
get everyone—managers, creatives, media, digital,
production—into the same room at the same time to discuss the
pressing matters of the day. Collaborate with and ask questions
of one another. Listen to leaders who have first-hand experience
in transforming their own businesses to meet the emerging needs
of a new era. Be a part of the bigger picture, the solutions to
the time-consuming age-old questions of monetization and
evolution.
Email: tstarwalt@aaaa.org
Web: aaaa.org
Social Media Series: Social Networking World Forum 2010
(Six Degrees)
15 - 16 March, 2010
Olympia, London UK
Two day event with four dedicated conference streams: Social
Networking World Forum, Corporate Social Networking, Social TV
and Mobile Social Networking Forum. Featuring key speakers from
global brands, organisations, social networking publishers and
developers, pioneering social media leaders, top agencies,
content producers plus many more. Also includes joint exhibition
& evening networking reception and full workshop programme
within the exhibition area. Take advantage of a pre-show online
meeting planner for all delegates. Free-to-attend
exhibition-only passes also available.
Email: Natalie@SixDegs.com
Web: socialnetworking-forum.com
2010 Advertising Law & Business Affairs Conference
(ANA)
17 - 18 March, 2010
The Park Hyatt, Washington, DC USA
The advertising industry is facing unprecedented challenges.
Radical new policy initiatives, the most significant since the
Great Depression, will transform the practice of advertising.
Meanwhile, developments in the courts impacting the First
Amendment and new regulatory and self-regulatory initiatives
continue to reshape the legal environment for advertising. In
celebration of ANA's 100th anniversary, our sixth-annual
conference will take place for the first time in Washington, DC
in recognition of the changing environment. These changes will
impact virtually every aspect of advertising activity: from tax
policy to the potential creation of a new mega-agency to oversee
financial advertising and marketing, from the dramatic
enhancement of the FTC's regulatory rulemaking and enforcement
powers to the accelerating efforts to extend and expand existing
regulation to the new media. Join us to hear from leading legal
experts and top representatives from the FTC, FCC, FDA and the
Congress in order to help you navigate this increasingly
turbulent legal and political environment.
Email: registration@ana.net
Web: ana.net
Re:Think 2010: The ARF 56th Annual Convention + Expo (ARF)
22 - 24 March, 2010
Marriott Marquis, New York City USA
Re:think is the seminal research forum of the year where the
entire industry gathers and the latest indispensable knowledge
driving advertising and marketing is discovered, explored and
challenged. The Re:think Expo showcases the latest innovative
market research services and products in one easy-to-navigate
location. Along with high-level networking, free education and
leading-edge industry knowledge resources, the expo is a
must-attend show. ARF’s exclusive knowledge resources will be
featured and demonstrated at the expo.
Web: thearf.org
Research 2010: The Annual Conference (MRS)
23 - 24 March, 2010
Park Plaza Riverbank, London UK
This landmark event, now in its 53rd year, will continue to
bring together the foremost movers and shakers, thinkers and
innovators in research with groundbreaking papers, discussions
and networking. The two-day conference will be chaired once
again by Nick Coates, Research Director at Promise and Simon
Lidington, Chief Exchanger at Insight Exchange. The four major
themes of the conference this year cover society,sectors,
business and techniques. We look forward to seeing you and your
colleagues for what promises to be an exciting, inspiring and
extremely worthwhile event.
Email: james.coyle@mrs.org.uk
Web: research-live.com
Colin McDonald

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How Advertising Works (£29.00) 1992, reprinted 1995, 1998 |
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Is Your Advertising Working? (£45.00) July 2003 |
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Pre-Testing Advertisements (£45.00) 1997, reprinted 1998 |
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Sampling the Universe (£24.00) 1996 |
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Tracking Advertising and Monitoring Brands (£45.00) June 2000 |
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Advertising Reach and Frequency: Maximizing Advertising Results Through Effective Frequency ($45.75) November 1995 |
e-Papers

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World of Advertising Research Center (WARC) - Advertising, Media, Marketing, and Case Studies. Over 10,000 e-Papers (pdf files) ($225.00) |
John Philip Jones

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How Advertising Works: The Role of Research (from $228.10) June 1998 |
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Fables, Fashions, and Facts About Advertising: A Study of 28 Enduring Myths ($40.01) November 2003 |
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What's in a Name: Advertising and the Concept of Brands ($68.58) March 2003 |
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How to Use Advertising to Build Strong Brands ($61.95) July 1999 |
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International Advertising: Realities and Myths ($61.95) October 1999 |
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Advertising Organizations and Publications: A Resource Guide ($115.00) March 2000 |
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The Ultimate Secrets of Advertising ($46.59) March 2000 |
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When Ads Work: New Proof That Advertising Triggers Sales ($34.95) October 2006 |
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The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications ($148.76) February 1999 |
Advertising and Media Related

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Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness by Michael J. Naples ($14.40) December 1979 |
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Effective Advertising: Understanding When, How, and Why Advertising Works by Gerard J. Tellis ($82.95) September 2004 |
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Advertising Media Planning by Jack Z. Sissors and Roger Baron ($50.37) June 2002 |
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1001 Advertising Tips by Luc Dupont ($19.95) November 1998 |