or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Media and publishing
Government and non-profit
Pharmaceutical and healthcare
ESOMAR Conference papers
Journal of Advertising Research
Date: newest first
Date: oldest first
The ARF invites marketers to sit at the "decision table"
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013
Marketing researchers face a number of challenges, including the need to establish satisfactory metrics, integrating with other communications functions and staying abreast of the latest thinking and strategies.
Marketing researchers face a number of challenges, including the need to establish satisfactory metrics, integrating with other communications functions and staying abreast of the latest thinking and strategies. However, according to Gayle Fuguitt, the president/ceo of the ARF, they also possess several advantages, including a deep understanding of consumer behavior and a passion for data. Their ability to translate and communicate this information has also improved substantially in the last decade. As such, many of the possibilities and resources for growth now rest in the hands of the research industry.
Media research: Magic and maths
Mark Holden and Justin Gibbons, Admap, April 2013, pp. 30-32
Big Data is an increasingly sophisticated business practice and marketing intelligence is now fuelled by software that attempts to fuse multiple data sources.
Big Data is an increasingly sophisticated business practice and marketing intelligence is now fuelled by software that attempts to fuse multiple data sources. New roles such as data scientists are being developed to co-ordinate and analyse this glut of data. They have a computational, statistical focus and carry increasingly influential weight across business. But this article argues that the work of behavioural experts is also critical if brands are to benefit from behavioural data. Human insight and experience remains fundamental to marketing practice and if behaviourists and analysts can find a way to work together, they can glean real value from the information they have.
ARF Audience Measurement: Old metrics still trail new media
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2012
This report from the ARF's Audience Measurement 7.0 conference - themed the 'measurement crisis' - covers presentations from Kellogg, Facebook, comScore, ABC and CNN about the challenges presented by cross-platform audiences in the digital age.
This report from the ARF's Audience Measurement 7.0 conference - themed the 'measurement crisis' - covers presentations from Kellogg, Facebook, comScore, ABC and CNN about the challenges presented by cross-platform audiences in the digital age. Kellogg discusses the role of digital in the company's own media mix, where investment follows performance. Facebook references a study of 60 campaigns on the social network, of which 70% registered a three-fold ROI. And a separate presentation from comScore focuses on research into Starbucks' Facebook fans, which found a 38% lift in purchase incidence. Separately, broadcaster ABC presents its "smile research" - pilot work into using smiling and happiness as an audience metric. And finally, CNN shares research on how the proliferation of screens is changing media consumption, based on a study of basketball viewing.
A transitional point of media consumption: From 'we' to 'me' media: The need for research to understand change
Sara Sheridan, Market Research Society, Annual Conference, 2012
This paper argues that current media research models are broken, and that there is a need to fix them.
This paper argues that current media research models are broken, and that there is a need to fix them. It puts forward a methodology to overcome the challenges of traditional media research. Switched On is described as a 360° model for research that uses two types of camera to record and then observe individuals' media consumption, free of moderator influence and respondent direction. Examples of this model being used on consumers are then discussed.
Ian Wright, Admap, February 2012, pp. 28-29
What actually constitutes branded entertainment is diverse and for this reason, as a discipline, it can seem very difficult to evaluate.
What actually constitutes branded entertainment is diverse and for this reason, as a discipline, it can seem very difficult to evaluate. It is also often a part of a wider campaign and so isolating its success is another challenge. A key question is: what did it contribute compared to a conventional spot? Using an experimental design, Ipsos aims to measure the effectiveness of branded entertainment in a controlled environment and delves deeper into how consumers can be exposed to a particular campaign, using examples from the Glastonbury Festival and HSBC Private Banking.
Out with old research, in with the new
Claire Spencer with Paul Baines, Admap, January 2012, pp. 10-12
The 'orchestration' model represents a new way of constructing and integrating messages across channels, whereby the communication dances to the same brand tune but can play out differently across media.
The 'orchestration' model represents a new way of constructing and integrating messages across channels, whereby the communication dances to the same brand tune but can play out differently across media. It contrast with the more traditional 'matching luggage' approach, where integration across media channels is advertising and visually led and the consumer has to journey across numerous media to experience the full message from different touchpoints. So integrated media measurement requires new research methods attuned to the theatre of modern brand communication.
Translating the language of consumers into global fundraising efforts
Sotta Long and Nick Chiarelli, ESOMAR, Best Case History, Congress, Amsterdam, September 2011
Until recently the world of fundraising relied on goodwill to motivate supporters to donate their time or money to good causes.
Until recently the world of fundraising relied on goodwill to motivate supporters to donate their time or money to good causes. Increasingly however, not-for-profit organisations have marketing and insight departments that are attuning themselves to how people around the world are living their lives and how fundraising efforts can best fit in with those fast-changing attitudes, values and lifestyles. This case study shows how Iconoculture and UNICEF are working together to embed consumer trend frameworks around the organisation as a way of understanding supporters, both in an individual and a corporate environment. It shares both the process and some of the latest outputs, in the form of new fundraising ideas and communications strategies.
Media and measurement: Trends and themes at Warc's Advertising Research 2011 conference
Joseph Clift, Warc Exclusive, September 2011
A conference report from Warc's Advertising Research 2011 event, covering presentations from Google, Yahoo, MPG, BSkyB and Bupa, among others.
A conference report from Warc's Advertising Research 2011 event, covering presentations from Google, Yahoo, MPG, BSkyB and Bupa, among others. Their main theme is that media measurement is becoming more difficult for the research industry. Common points of agreement are: that researchers are taking more account of real-time data in their media measurement strategies, that the problem is particularly acute in measuring "pull" media, such as search ads, and that, even so, researchers are making strides in developing innovative and experimental techniques.
The future of magazine research: insights from Condé Nast’s Scott McDonald
Geoffrey Precourt, Event Reports, ARF Re:think, July 2011
This report from the ARF's Re:Think conference covers the contribution of Scott McDonald, Condé Nast's SVP of research and insights.
This report from the ARF's Re:Think conference covers the contribution of Scott McDonald, Condé Nast's SVP of research and insights. He is speaking at a panel session entitled "50 Years of Advertising Research", staged to mirror the 50th anniversary issue of the Journal of Advertising on a similar theme. McDonald argues for a switch in the focus of research from the comparability of individual media to reflect the reality that all print media are now also consumed digitally. He also calls for a move away from language like "campaigns" and "targeting" to reflect a more collaborative approach to advertising, or risk consumers using technology to avoid ads completely. He highlights the importance of verifying research insights with corroborative evidence before acting upon them, and cites the social, behavioral and brain sciences as fruitful sources of learning for researchers.
Media flow, adspend trends and value-building media strategies - Media insights from the MRS Advertising Research conference
Joseph Clift, Event Reports, MRS Annual, July 2011
A report covering three presentations at a 2011 MRS conference. Hamish Pringle of the IPA reveals that consumers are dipping in and out of the "media flow" in their day-to-day lives; a major challenge for today's researchers is to develop media strategies to reflect this "always-on" world.
A report covering three presentations at a 2011 MRS conference. Hamish Pringle of the IPA reveals that consumers are dipping in and out of the "media flow" in their day-to-day lives; a major challenge for today's researchers is to develop media strategies to reflect this "always-on" world. IAB Europe/Screen Digest show that online adspend is enjoying explosive growth, with innovations in display ads - and online video in particular - boosting the sector even in mature markets. Interbrand says that building brand value can be achieved through maintaining a sense of consistency over multiple touchpoints, or by embracing unorthodox media strategies such as building offline word of mouth.
YOU ARE IN THE WARC INDEX:
Media research trends
Cross-media and multimedia effects
Media data fusion
Passive and portable peoplemeters
Proprietary media surveys and panels
Quality of exposure, media engagement
Single-source media data
Digital and internet trends
Planning and buying
Media planning trends
Print media trends
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc