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:
Government and non-profit
Business and industrial
United States Army
Journal of Advertising Research
ESOMAR Conference papers
Int. Journal of Market Research
Date: newest first
Date: oldest first
The next big thing: New sources of methodological inspiration and influence
Andy Barker, ESOMAR, Qualitative, Valencia, November 2013
This paper shares insights for qualitative research generated by observing methods used in other industries.
This paper shares insights for qualitative research generated by observing methods used in other industries. Qualitative researchers can get tools and insights from the worlds of education, policing and the legal profession, TV interviewing, and Experimental Philosophy. Useful lessons include: educators spend their time engaging students and have many tools researchers can benefit from; the police have adapted their witness/suspect interviewing techniques to take account of developments in brain and memory science; TV interviewers - from entertainment to journalism - are adept at creating insightful interview theatre; and experimental philosophy is providing new and radical, empirically based accounts of personal identity and human motivation.
The paradox of accountability: moving away can bring you closer - a case study of community policing in London
John May, International Journal of Market Research, Vol. 53, No. 4, 2011, pp. 455-462
Public service accountability is a large and complex topic. One important aspect of the accountability of a public service provider is that they should be aware of what matters to the recipients of their service.
Public service accountability is a large and complex topic. One important aspect of the accountability of a public service provider is that they should be aware of what matters to the recipients of their service. This paper uses the Metropolitan Police as a case study to explore some of the implications of this aspect of accountability. It concludes that sometimes having fewer data points leads to more comprehensive insight than having more.
The Relationship of Motivators, Needs, and Involvement Factors to Preferences for Military Recruitment Slogans
Sylvia A. Miller, M. Suzanne Clinton and John Camey, Journal of Advertising Research, Vol. 47, No. 1, Mar 2007, pp. 66-78
This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement.
This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement. Inasmuch as there appears to be no consistent theory of motivators and needs incorporated into the design of military recruitment campaigns, this study was designed to determine whether individual preferences for, and responsiveness to, certain military recruitment slogans may be related to the individual’s motivators, needs, and sense of involvement with a given slogan. The data on motivators and needs demonstrates that a relationship exists between the factors of motivation, needs, and involvement, on the one hand, and preference or lack of preference for one or more military recruitment slogans on the other hand. The study suggests that military recruitment slogans should be designed to appeal to potential recruits who exhibit characteristics that suggest they are likely to find military service suitable. The broad implication of this study is that, in the planning and execution of any “commitment/sign up” campaign, care should be taken to ensure that the slogan used appeals to the needs of the desired target group.
Observations: Intended vs. Unintended Messages: Viewer Perceptions of United States Army Television Commercials
Major Gary Lee Keck and Barbara Mueller, Journal of Advertising Research, Vol. 34, No. 2, March/April 1994
An evaluation, using qualitative and quantitative research, of some U.S. Army recruitment commercials.
An evaluation, using qualitative and quantitative research, of some U.S. Army recruitment commercials. Previous research in this area reviewed. Findings: some unintended messages, as well as intended ones, were being taken out of the ads. Different groups interpreted parts of the commercials differently. Various factors which can cause this examined, e.g. the race of the NCOs shown; inconsistency perceived between different parts of the message. Implication: need for care in studying elements in commercials which might convey unintended messages.
YOU ARE IN THE WARC INDEX:
Government and non-profit
The Services (army, police etc)
Government and non-profit
Charities and voluntary organisations
Government, social policy
, 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