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:
Motor and auto
Drink and beverage
Leisure and entertainment
ESOMAR Conference papers
Journal of Advertising Research
ARF Experiential Learning
Int. Journal of Market Research
Date: newest first
Date: oldest first
In Search of Advertising ROI: The Impossible Dream versus "Bounded Rationality"
Gale Metzger, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 251-253
This paper describes the search for tools to measure advertising ROI and uses the work of Paul Gerhold, the marketing researcher, to explain some of the difficulties over time.
This paper describes the search for tools to measure advertising ROI and uses the work of Paul Gerhold, the marketing researcher, to explain some of the difficulties over time. It argues that generalised measures of ROI are ineffective and that each campaign requires a measure specific to the methods used.
The Marketer's Dilemma: Focusing on a Target or a Demographic? The Utility of Data-Integration Techniques
Mike Hess and Pete Doe, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 231-236
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment.
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment. This is true because of the value of the techniques themselves and also because the current advertising market, based on demographic buying, has major opportunities for arbitrage in the range of 10 percent to 25 percent (where in that range depends on the nature of the vertical). The current study reviews different methods of data integration in pursuing such negotiations.
Maximizing the Online Video Viewer and Advertiser Experience
Cortney Henseler and Joe Blechman, ARF Experiential Learning, Audience Measurement 8.0, 2013
This study by AOL, the US internet service provider, investigates how to optimize online video. It looks specifically at short versus long form videos to understand consumers' perceptions of these formats and the advertising within them.
This study by AOL, the US internet service provider, investigates how to optimize online video. It looks specifically at short versus long form videos to understand consumers' perceptions of these formats and the advertising within them. Ad effectiveness and creative implications for advertisers in these environments are explored. The study also examines the advertising and content mix required to optimise the online ad options for a variety of different online videos. Total ad time, optimal placement, length of spots and creative concepts are discussed. Combined, the insights from this research set the standard for optimising video and ad content based on consumer insights. The findings provide direction to advertisers on how to effectively communicate to consumers within online video environments.
Stop Flawed Marketing Mix Models From Stunting Growth
David Hoo and Michael von Gonten, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper argues that marketing mix models are not useful, and that the mix models currently in use, either the original format or the newer, VAR style, systematically understate the true effects of advertising.
This paper argues that marketing mix models are not useful, and that the mix models currently in use, either the original format or the newer, VAR style, systematically understate the true effects of advertising. Mix models are regression models and, as such, are incapable of providing truly causal evidence as to the effects of advertising and promotion. This leads marketers to undervalue the real effects of advertising and to reduce their advertising spending, reallocating those funds to price promotion. Such reductions in expenditure have the unintended effect of stunting sustainable growth and eroding the brand equity built by advertising. Moreover, reducing adspend to maximise efficiency is a vicious circle; on the other hand, effective advertising is an engine of growth.
Increase Return on Marketing Investments by Measuring the Previously Unmeasurable
Stephanie Bauer Marshall, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper looks at how Precision Market Insights from Verizon (Precision) can aid measurement of the actions and responses of mobile device users in the US.
This paper looks at how Precision Market Insights from Verizon (Precision) can aid measurement of the actions and responses of mobile device users in the US. It can be used in out-of-home media campaigns, event sponsorships, mobile sites and apps, and event attendance. Measurable elements include the demographic, psychographic and geographic trends the audience exhibits, the physical locations they visit and how target audiences respond after being exposed to a specific out-of-home campaign or message. The paper includes case studies from The Phoenix Suns, an NBA league basketball team, the 2013 Men's College Basketball Tournament in the USA and a Home & Garden Show out-of-home advertising campaign.
RapidMMM: Richer, faster and affordable marketing mix models
Patralekha Bhattachary and Krishna Mehta , ARF Experiential Learning, Re:Think conference, 2013
This paper argues that the time and costs involved in building a marketing mix model implies that model rebuild is an infrequent phenomenon and often the performance of these models deteriorate significantly - before they are evaluated and improved.
This paper argues that the time and costs involved in building a marketing mix model implies that model rebuild is an infrequent phenomenon and often the performance of these models deteriorate significantly - before they are evaluated and improved. This can limit the ability of firms to react quickly to changing market conditions. This paper discusses RapidMMM, a proprietary solution which uses advanced statistical and machine learning techniques to build marketing mix models within hours. The authors argue this solution reduces the time and costs involved with building a marketing mix model, making these models affordable to a larger cohort of media planners.
The Dark Corners Where Research Strategies Hide: Throwing Light at the Intersection of the New and the Old
Pat LaPointe, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 9-10
In this commentary, Pat LaPointe states that measuring the impact of marketing on sales is a delicate balance of science and common sense.
In this commentary, Pat LaPointe states that measuring the impact of marketing on sales is a delicate balance of science and common sense. When the marketing ecosystem is rapidly evolving, the balance can be threatened by both the tendency to hand on too long to past scientific methods and passionate advocates of newer tactics. LaPointe looks at how this can cause conflict and damage the company and makes recommendations to the marketing science community to readdress the balance.
Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing
Srinivasan Swaminathan and Robert Kent, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 91-100
This study explores how message delivery may differ for television commercials that appear in various pod positions.
This study explores how message delivery may differ for television commercials that appear in various pod positions. Channel changing at the onset of commercials often may lead to higher exposure levels for advertisements in the first pod position. When advertising pods are relatively long, viewers may return within the pod, so commercials in the first and last pod positions may have higher exposure levels than commercials in middle pod positions. The set of advantageous pod positions, however, can differ in commercial breaks that appear near the beginning and end of programs. Ideas for audience measurement, media buying, and advertising creative are developed.
Are You Ready for the Next Big Thing? New Media Is Dead! Long Live New Media!
Jenni Romaniuk, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 397-399
The growth in new-media channels is a major challenge for advertisers and researchers, who have to assess whether each 'next big thing' is worthy of marketing investment or just an over-hyped fad.
The growth in new-media channels is a major challenge for advertisers and researchers, who have to assess whether each 'next big thing' is worthy of marketing investment or just an over-hyped fad. This paper outlines four stages advertisers often go through when a new channel emerges (curiosity, worship, justification and acceptance) and makes some recommendations that will help marketers make the right decision (and optimise their ROI). Recommendations include: know the type of audience the new channel attracts; understand which consumers are willing to engage with new media channels; be wary of metrics and sceptical of 'bought' research.
The buyer action measure for magazine readers
Lung Huang, ARF Experiential Learning, Audience Measurement 7.0, 2012
Australian magazine publisher Pacific Magazines and McNair Ingenuity Research sought to demonstrate that magazine advertising resulted in response actions (e.g.
Australian magazine publisher Pacific Magazines and McNair Ingenuity Research sought to demonstrate that magazine advertising resulted in response actions (e.g. visiting a website, discussing the product, purchasing it etc). An extensive survey was conducted in four categories - cosmetics, paint, cereal and automotive - to measure brand recall (prompted and unprompted), recall of specific ads and any actions taken as a result. An average of 57% of consumers saw the ads used in the study, which were acted on by 23% of readers - either through investigation, word of mouth or retail activities. The paper claims that advertisers can increase the action-based responses to their ads by focusing on design, product claims, validation, community appeal, contact mechanisms and bonus offers.
YOU ARE IN THE WARC INDEX:
Planning and buying
Media measurement and effectiveness
Planning and buying
Channel planning, media mix selection
Continuity bursts and flighting
Coverage, frequency and recency
Editorial context and position of advertising
Electronic media trading
Integrated media planning
Media agencies and consultants
Media auditing and accountability
Media behaviour and response effects
Media planning trends
Media schedule evaluation and optimisers
Planning media budgets
Scheduling mixed media
Theories and ideas of media planning
Evaluation and tracking
, 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