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 .

Professor Andrew Ehrenberg
(1926 - 2010)

August 2010

We are very sad to lose a legendary figure in marketing, market research and the statistics field. Over his life Professor Andrew Ehrenberg’s contribution to the development of marketing science has been enormous. The Ehrenberg-Bass Institute (with colleagues at the Ehrenberg Centre, London SouthBank) will build on his legacy as we continue to develop empirical generalizations in marketing. 

We are sad to lose this great man who was a pioneer in our field, and a dear friend to his colleagues.
The Ehrenberg-Bass Institute

The Ehrenberg-Bass Institute has over 50 marketing scientists contributing to ground breaking research and analysis.

Our research discovers how buyers behave, brands perform and how marketing really works.

Our findings give meaning and context to marketing research, turning data into insightful and meaningful strategy.

We have experts in the areas of:

Advertising
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