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:
Leisure and entertainment
Drink and beverage
Household and domestic
ESOMAR Conference papers
Journal of Advertising Research
Int. Journal of Advertising
Date: newest first
Date: oldest first
Mythbuster: The idea that we learn best from success
Les Binet and Sarah Carter, Admap, December 2013, pp. 9-9
This article discusses the value of learning from failures, as well as successes, arguing that the advertising industry has a tendency to 'sweep failures under the carpet'.
This article discusses the value of learning from failures, as well as successes, arguing that the advertising industry has a tendency to 'sweep failures under the carpet'. A technological marketing solution that failed is highlighted as an example, along with the lessons learnt: beware of fads and fashions, avoid 'groupthink', remember whose money is invested, and beware hasty decisions.
How brands are built in the digital age: Marketing metrics myopia
Nigel Hollis, Admap, December 2013, pp. 32-33
This article discusses the difficulty of measurement in marketing, arguing that some of the things that can be counted are not important, and some important things cannot be counted.
This article discusses the difficulty of measurement in marketing, arguing that some of the things that can be counted are not important, and some important things cannot be counted. This is particularly the case in social media marketing. Three main things that brands should measure in order to understand consumer's predisposition to buy a brand are proposed: meaningfulness, as this accords value to the brand and drives sales volume; differentiation as this drives brand awareness; and saliency which improves consideration. The article argues that these three factors have the greatest effect in combination.
Ads are watching me - A view from the interplay between anthropomorphism and customisation
Marina Puzakova, Joseph F. Rocereto and Hyokjin Kwak, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 513-538
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous. Marketing academics and practitioners alike have begun to investigate various communication styles and functionality designs of such decision aid systems. One variant of a design of a recommendation agent is to imbue it with humanlike features (i.e. to anthropomorphise it). However, academic research is silent with respect to whether this type of design would lead to more favourable consumer evaluations. To fill this gap, our research investigates the downstream consequences of anthropomorphising a recommendation agent, when the recommendation itself may require the exchange of personally sensitive information, and the message is customised. The results of two experiments reveal that, when a message is customised, the effect of an anthropomorphised recommendation agent on attitude towards the advertisement is predominantly negative and is mediated by consumers’ unwillingness to provide personal information to an anthropomorphic recommendation agent, as well as by greater psychological resistance towards the advertisement. Our research concludes with theoretical and practical implications, as well as further research directions.
Assessing the cross-cultural applicability of tailored advertising - A comparative study between the Netherlands and Poland
Ewa Maslowska, Edith G. Smit and Bas van den Putte, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 487-511
This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland.
This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland. The positive effects of tailored advertising are hypothesised to be stronger among Polish consumers than among Dutch consumers because of the different advertising traditions in these two countries. A between-subjects experiment is conducted to test individuals’ responses to tailored versus generic advertisements for an unknown face-cream brand. The results show that tailoring is effective in influencing message attitudes, brand attitudes and purchase intentions, but only for Polish consumers. This tailoring effect is mediated by involvement with the message, message relevance and scepticism about the message. These findings suggest that tailored advertising can be used successfully in less marketing-savvy countries such as Poland, but that it may not be effective in more marketing-savvy countries such as the Netherlands.
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira and Horst Stipp, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 286-296
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.
Real-time campaign tracking
Jo Rigby, Admap, September 2013, pp. 36-37
Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking.
Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking. Rather than the traditional approach of taking lessons from the last advertising campaign into the next, real-time campaign tracking allows for optimisation during the campaign. In the case study, the television ad became more effective after mid-campaign optimisation. Using the method described each campaign element and media channel can be analysed separately to understand the effect of each part, as well as the multiplier effect of consumers' exposure to more than one element or channel. These insights allow decisions to be made during the campaign and offer more in depth lessons for future campaigns. In a budget pressured environment this type of in-campaign optimisation allows effectiveness and success to be maximised.
Research excellence: Three Rs that can make research more predictive
Jan Hofmeyr, TNS, In Focus, August 2013
This article provides three core principles that can improve the success of tracker surveys, which currently suffer from falling response rates, faulty answers and flawed analysis.
This article provides three core principles that can improve the success of tracker surveys, which currently suffer from falling response rates, faulty answers and flawed analysis. The three Rs to improve surveys are: a commitment to Respondent-level validity; leveraging Redundancy to reduce survey length and increase accuracy; and focusing on respondent Relevance. When applied to the design of surveys, researchers can deliver immediate benefits: the suggested surveys take less than three minutes to complete, increase the accuracy of answers by 60 per cent or more, and provide more relevant, interesting questions to more engaged respondents.
Inspirational customers dialogues: The journey behind the global evaluation of the 2013 IKEA catalogue
Frederic Gennart and Tom De Ruyck, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China.
This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China. The annual catalogue is IKEA's main communication channel globally and IKEA needed to address a key marketing challenge global brands are confronted with: how to ensure that global communication efforts stay locally relevant. The paper also shows what's next for MROCs and shares best practices in moving an existing qualitative project online, creating internal buy-in for emerging methods, engaging internal audiences with the results, reactivating a MROC and using a MROC as the backbone while fusing it with other qualitative, quantitative and observational research techniques.
In the Eye of the Beholder; The Equality of Ad Effectiveness Across Platforms
Amy Innerfield and Justin Fromm, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper describes a study that is part of a wider research agenda of The Walt Disney Company, the US entertainment group, about how the video platforms upon which Disney video content is available - TV, computer, tablet, mobile - affect viewing of both the content and advertising.
This paper describes a study that is part of a wider research agenda of The Walt Disney Company, the US entertainment group, about how the video platforms upon which Disney video content is available - TV, computer, tablet, mobile - affect viewing of both the content and advertising. The study measures brand impact metrics including free recall, cued recall, brand recognition, purchase intention and attitude towards the brand, and the advertisements. The authors point out that future research should focus on the congruence between viewing platforms and the advertised brand as well as creative execution, which they see as key factors driving cross-platform advertising effectiveness.
Continuous Tracking: Tracking at the Crossroads
Gordon Pincott, Millward Brown Points of View, April 2013
This article provides an overview of continuous tracking research, including its history and development and, in particular, the challenges it faces in the immediate future.
This article provides an overview of continuous tracking research, including its history and development and, in particular, the challenges it faces in the immediate future. It argues that tracking studies have become too unwieldy, having evolved from delivering insights into how advertising works towards the overall monitoring of Key Performance Indicators on an ongoing basis. Tracking studies have also faced challenges as media and research environments have changed. The article recommends moving from "tracking studies" to "brand performance programs", which can employ individual tools that are best suited to address each issue. Effective programs should include a detailed understanding of brand equity, continuous monitoring and insights into channel effectiveness and creative power.
YOU ARE IN THE WARC INDEX:
Evaluation and tracking
Accountability and ROI
Copytesting and pretesting
Emotional and sensory appeals
Long-term effects of communications
Neuromarketing, brain science
Persuasion, preference shift
Psychological effects of communications
Recall and recognition
Sales and market share
Short-term effects of communications
Theories and ideas of communications
Wearout and decay
Effectiveness in media
Digital media effectiveness
Direct mail effectiveness
Newspapers and magazines effectiveness
Outdoor, out-of-home effectiveness
Planning and buying
Media measurement and effectiveness
, 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