Pinpoint the case evidence you need – search by industry, objective, media and more.
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 best marketing campaigns and companies.
Browse Warc by subject.
Brands & branding
Consumer research & insight
Media channels & touchpoints
Key Warc papers on marketing best practice.
In-depth analysis of 200 global brand owners.
Develop your skills as a marketing strategist.
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 90 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Media Costs Database
Compare costs across media and markets.
Global Marketing Index
A monthly indicator of the state of the industry.
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?
YOU SEARCHED FOR:
Date: newest first
Date: oldest first
Growing by growing distribution
Includes video content
Recommended by Warc editors
Kate Waters and Byron Sharp, Institute of Practitioners in Advertising, from Advertising Works 20, 2011, pp. 7-11
Advertising is a weak force in the sense that it doesn't have the ability to change opinions the way that recommendations from family and friends (and even authority figures) can.
Advertising is a weak force in the sense that it doesn't have the ability to change opinions the way that recommendations from family and friends (and even authority figures) can. So how does advertising work then? Largely without forcing people to consider and change their opinions. It is particularly good at refreshing existing memories, so has a natural advantage in encouraging existing loyalties. Brands grow when they gain mental and physical availability - when they become easier for more people to buy them at more times and in more places (i.e. wider distribution). Cases from the IPA Effectiveness Awards 2011 illustrate how advertising has supported physical availability, an increasing trend in campaign objectives.
Tell them and they'll forget; show them and they may remember; involve them and they'll understand
Includes video content
Recommended by Warc editors
Lorna Hawtin, Institute of Practitioners in Advertising, from Advertising Works 20, 2011, pp. 13-18
In 2011, many of the IPA Effectiveness Awards submissions centrally featured experiential elements. What can be observed about the measurement of experiential marketing from these cases? And what obstacles still remain in the quest to understand the value it can add to the bottom line? Experiential has a fragmented identity that makes it difficult to draw conclusions and industry benchmarks are few.
In 2011, many of the IPA Effectiveness Awards submissions centrally featured experiential elements. What can be observed about the measurement of experiential marketing from these cases? And what obstacles still remain in the quest to understand the value it can add to the bottom line? Experiential has a fragmented identity that makes it difficult to draw conclusions and industry benchmarks are few. Equally, data collection itself can disrupt the effect it is trying to measure, by interupting or spoiling consumers' spontaneous enjoyment. Because desired behaviours often play out in a dispersed way, only by being able to isolate a robust sample of individuals who've been exposed, will it be possible to definitively understand how the effects unfold, and what value the experience has added in commercial terms. In addition to participants, there are very often a large number of additional firsthand spectators who tend to be overlooked in measurement terms. The sphere of influence needs to be redefined in order to calculate ROMI.
is a common phrase, your search results have been restricted to items that contain this term as an exact phrase.
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