Colin McDonald's Publications
Colin McDonald has had many articles and papers published, more than 50 in Admap alone, and in several other publications.

Books published, apart from the above, are: How Advertising Works: a review of current thinking (Advertising Association / NTC Publications Ltd, 1992); 'Advertising Reach and Frequency, second edition (Association of National Advertisers Inc./ NTC Business Books, 1995); The MRG Guide to Media Research (edited, with Mike Monkman, Media Research Group, 1995); Sampling the Universe: the growth, development and influence of market research in Britain since 1945 (with Stephen King, commissioned to celebrate the 50 th anniversary of the Market Research Society, 1996); the ESOMAR Handbook of Market and Opinion Research, 4 th edition (co-editor with Phyllis Vangelder, 1998: this work is regarded as the world standard `how to' bible for market researchers). He has also written monographs on ad pretesting, tracking and monitoring, published by WARC Ltd; most recently “Is Your Advertising Working? A guide to evaluating campaign effectiveness” (June 2003).

Colin is former editor of Admap and the International Journal of Advertising .