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.
Our ranking of the world's smartest marketing campaigns and companies.
The latest on 80+ key topics
Media & Channels
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.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 85 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Global Marketing Index
A monthly indicator of the state of the industry.
Media Costs Database
Compare costs across media and markets.
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.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
REFINE YOUR RESULTS BY:
ESOMAR Conference papers
Date: newest first
Date: oldest first
What is the 'information’ in an ad?
Includes video content
Recommended by Warc editors
Charles Young, Admap, November 2007, Issue 488, pp. 54-56
This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-directed and brand positioning) and aesthetic (subjective, self-referent, emotional, inner-directed and brand image).
This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-directed and brand positioning) and aesthetic (subjective, self-referent, emotional, inner-directed and brand image). Both are involved in brand advertising. News is more than new information; it involves an element of surprise. Surprising information can change one's mental picture of the world, and commands attention. News is important for semantic information, especially important for new products. Originality and fresh creative executions are important for aesthetic information and most important for established brands where news is hard to come by. Experiments suggest that more product imagery is recalled from new-product ads and more non-product, executional imagery from established-brand ads. These features were associated with the peak points of attention, which were much more predictive of attention, branding and recall than the average number of images recalled. Thus, for new brands, product information most drives attention, while for established brands, emotional engagement most drives attention. Another research project found that the most effective new-product ads spent more time showing the product, but without trading off attention for motivation. In discussing advertising content it is important to think more deeply about information: we need both words and pictures, which have different functions.
Learning more about planning for marketing efficiency
Includes video content
Recommended by Warc editors
Alan Smith, ESOMAR, Media Mix Audience Measurement, LA, June 2003
Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions.
Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions. The second part of the paper outlines a proposal which develops this idea. It proposes a major programme of further analyses of the existing databases in the hands of the major syndicated research services such as purchase panels, shop audits and ad awareness studies. Key aspects and benefits of the proposal are identified. A high level of cooperative effort would be required, involving advertisers, advertising agencies and the research companies. Media owners would also want to be closely involved, but in a different manner because they are not directly involved in the purchase and interpretation of the data to be used. We are on the threshold of being able to build a much improved starter kit of market planning knowledge, with the potential for delivering a greatly improved marketing ROI. The question is no longer how to improve marketing efficiency, but when?
YOU ARE IN THE WARC INDEX:
Advertorials and infomercials
Age and sexual stereotyping
Celebrities and endorsement
Copywriting and slogans
Creativity and research
Humour and jokes
Imagery and art direction
Music and sound
User generated content
Other below the line
No. of results per page
, 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