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Books & Reports
Warc Trends: Toolkit 2013
Warc Trends: Asia Toolkit 2012
Warc Trends: Mobile Marketing
Warc Trends: Seriously Social
Warc Trends: Shopper Marketing
Advertising Works 16
Advertising Works 17
Advertising Works 18
Advertising Works 19
Advertising Works 20
Advertising Works 21
Advertising Works 22
From Prime Time To My Time
Goodthinking: A Guide to Qualitative Research
How Public Service Advertising Works
Marketing Excellence 2
Marketing in the Era of Accountability
New Models of Marketing Effectiveness
Warc Trends: Toolkit 2013: Contents
Chapter 1 – Engaging the enraged
At a glance: Brands and the ‘enraged’
Responding to consumer anger
Consumers turn anger into activism
Case study: James Ready
Viewpoint: How to build a ‘real’ brand
Implications: Engaging the enraged
Chapter 2 – Strategy: The small idea
At a glance: Small thinking
An alternative to the ‘big idea’
Four trends driving ‘small thinking’
Case study: Tiger Beer
Viewpoint: Brands go back to products
Implications: Delivering small ideas
Chapter 3 – Mobile: The mobile shopper
At a glance: Mobile on the purchase path
The rise of the ‘showroomer’
Mobile as an information source
Case study: Rimi
Viewpoint: Making retail multichannel
Implications: Mobile shoppers
Chapter 4 – Media: Generation screen
At a glance: Multiscreening
Planning for multiscreen consumers
The rise of the ’connected consumer’
Digital devices enable multitasking
Case study: Coca-Cola
Viewpoint: Investing in the second screen
Implications: Targeting multiscreeners
Chapter 5 – Content: Strategic content
At a glance: Content marketing
Content marketing moves up a gear
Brands lack content strategies
Case study: Supersavvyme
Implications: Building a content strategy
Chapter 6 – Social media: The role of reach
At a glance: Smarter social strategies
Fresh thinking on social effectiveness
Are consumers really engaging?
Case study: Rom
Viewpoint: Predicting social success
Implications: Social strategy
Chapter 7 – Word-of-mouth: Creating advocates
At a glance: Understanding advocacy
New approaches to word-of-mouth
A deeper understanding of WOM
Case study: Dettol
Viewpoint: The pros and cons of NPS
Implications: Improving advocacy
Chapter 8 – Insight: Making sense of data
At a glance: ‘Big data’ as an insight tool
Sorting the signal from the noise
Realigning brands around data
Case study: Unilever CybrTrak
Four predictions for brands and big data
Implications: Data-driven insight
Chapter 9 – Targeting: The personal touch
At a glance: Personalised marketing
The best moments to use personal data
Brands face wary consumers
Case study: Coca-Cola
Viewpoint: A personalised experience
Implications: Personalised marketing
Chapter 10 – Adspend: The 2013 Outlook
At a glance: The forecast for advertising
The global adspend outlook
Analysis of spend by category
Advertising spend by media channel
Emerging markets hit by media inflation
A downturn in sentiment
The view from the CFO
Implications: Budgeting for 2013
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