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 88 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:
Toiletries and cosmetics
Pharmaceutical and healthcare
Int. Journal of Advertising
Warc Word of Mouth Marketing Awards
Date: newest first
Date: oldest first
Aquafresh – Iso-Active launch
Includes video content
Recommended by Warc editors
Warc Word of Mouth Marketing Awards, Grand Prix Award, 2008
This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign.
This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign. The aim of the campaign was to drive volume trial and sustained repeat purchase. The target audience was 10,000 'influencers', who were recruited via Wildfire's Influencer Identification tool. A social network community site enabled triallists to share product experiences and recommendations, as well as to send information to a friend, read in-depth brand regime briefings, and discover where to buy the product. The results included 578,000 brand page-views, over 200,000 product trials and an intention to purchase rate that was five times higher among influencers than the national average.
The Hidden Sex Life of the Male and Female Shot
Includes video content
Recommended by Warc editors
M Evans, A Nairn and A Maltby, International Journal of Advertising, Vol. 19, No. 1, 2000
This paper does not deal with sexist marketing communications. Neither does it explore gender-stereotyped imagery in promotional messages.
This paper does not deal with sexist marketing communications. Neither does it explore gender-stereotyped imagery in promotional messages. Such dimensions are mostly concerned with how men and women are portrayed in advertising, based on perceptions of how the socialisation process influences gender roles. Instead, the focus is on information-processing style and the context is direct mail. Do women and men process information differently, as a result of their neurobiological development and, if so, should direct marketers target them on this basis? This paper reports on the qualitative phase of a major industry-funded research programme. Overall it was found that men and women react differently to certain features of written communication. Women respond well to bright colours, photographs and images and men respond well to bold headlines, bullet points and graphs. The paper suggests how the industry might incorporate the findings which could have far-reaching implications for direct mailings.
YOU ARE IN THE WARC INDEX:
Email and online direct marketing
Utilities and services
Postal, courier services
Direct mail planning and buying
Direct mail research
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