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New insights from practice: Exploring online channel management strategies and the use of social media as a market research tool
Philipp 'Phil' Klaus, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 829-850
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike.
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike. Despite the belief that social media, imbedded in a corresponding online channel strategy, can be the key to successfully track and analyse consumer behaviour, most of the research focuses solely on the consumer rather than the companies’ strategic viewpoint. This study investigates current online channel management strategies of retail banking services, developing a much-needed typology of such practices. Based upon a thorough and rigorous data analysis process, we propose a typology of online channel strategies. The typology differentiates existing practices into initiators, reformers and consolidators, and discusses the differences between these categories with implications for theory and practice. We highlight the current and future roles of social media market research, and their strategic implications for the industry sector and market research in general, introducing the concept of ‘Strategic Social Intelligence (SSI)’.
The beauty and the beast: How can a bank communicate in times of stress
Jochum Stienstra and Tibor van Bekkum, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank.
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank. A narrative method is presented that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped the client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity.
Ads are watching me - A view from the interplay between anthropomorphism and customisation
Marina Puzakova, Joseph F. Rocereto and Hyokjin Kwak, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 513-538
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous. Marketing academics and practitioners alike have begun to investigate various communication styles and functionality designs of such decision aid systems. One variant of a design of a recommendation agent is to imbue it with humanlike features (i.e. to anthropomorphise it). However, academic research is silent with respect to whether this type of design would lead to more favourable consumer evaluations. To fill this gap, our research investigates the downstream consequences of anthropomorphising a recommendation agent, when the recommendation itself may require the exchange of personally sensitive information, and the message is customised. The results of two experiments reveal that, when a message is customised, the effect of an anthropomorphised recommendation agent on attitude towards the advertisement is predominantly negative and is mediated by consumers’ unwillingness to provide personal information to an anthropomorphic recommendation agent, as well as by greater psychological resistance towards the advertisement. Our research concludes with theoretical and practical implications, as well as further research directions.
MMA EMEA Forum 2013: Mobile strategies from Unilever, AXA and The Weather Channel
Joseph Clift, Event Reports, MMA EMEA Forum, November 2013
In this event report, three major brands outline how they are using mobile to advance their business objectives.
In this event report, three major brands outline how they are using mobile to advance their business objectives. Unilever, the FMCG giant, believes it serves as a “connective tissue” linking together the various other aspects of the marketing mix, and can be employed beneficially in both mature and emerging markets. On its part, AXA, the insurance provider, has turned to apps to boost its core brand metrics, a goal largely achieved through utility marketing and providing useful tools for drivers. In the advertising sphere, The Weather Channel has sourced data from a range of internal and external sources to build a predictive advertising service, and is also integrating native ads into its app.
MasterCard evolves ‘Priceless’ campaign with QR code based shopping app
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign.
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign. The app allows users to scan QR codes at a location and pay for goods through the app, and has been used in coffee shops, cinemas and sports stadiums. The app makes purchasing easier and more rewarding for the consumer. It is not designed to drive sales, but to enhance the customer's experience and therefore build an emotional connection with the MasterCard brand.
Allstate: Save 11 - Putting a human face on a cold statistic
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by Allstate, the American car insurance company, to pass a new law for teen drivers which Allstate thought would reduce deaths.
This case study describes a campaign by Allstate, the American car insurance company, to pass a new law for teen drivers which Allstate thought would reduce deaths. Allstate had found that states which had introduced 'graduated drivers licensing' had teen death rates up to 40% lower than states which had not. Allstate planned to take the best safe driving laws from across states, and combine them in a national bill. The campaign aimed to gather public support, get the attention of Congress, and ultimately lead to a change in the law. To make the issue stand out an emotional message was chosen. Teen deaths were made more personal - instead of referring to 4,000 deaths a year the campaign talked about 11 deaths a day - and faces of teenagers were used on ads. Congress-people were targeted through the print media they read with ads placed on the front pages, and as the vote approached an 11 page spread was placed in Politico, the news magazine. Information was also delivered directly to every Congressperson. Public support was mobilised through social media, with a Facebook app that allowed people to email Congress. As a result of the campaign, the bill was passed into law.
NCB Consumer Finance: Winning consumers with emotions rather than promotions
Naren Chandra and Suleman Abdullah, Case Studies on Warc, PG Integrated, October 2013
This case study describes how NCB, a commercial bank in Saudi Arabia, avoided getting stuck in a competitive price war by appealing to consumers with an emotional campaign.
This case study describes how NCB, a commercial bank in Saudi Arabia, avoided getting stuck in a competitive price war by appealing to consumers with an emotional campaign. It targeted young and ambitious Saudis who have become smart bargain hunters and appealed to them with the proposition that NCB would fulfil their dreams. TV was used for the launch thematic ads, supported by a strong focus on digital media and consistent use of print and outdoor. The campaign generated the highest levels of unaided awareness in the category and grew both sales leads and conversions. After this campaign, two competitors followed the same approach by launching thematic campaigns for their consumer finance portfolio.
UBS and the changing financial services customer: Seniors, women, and family influence
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing.
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing. The company has identified three phases of retirement amongst US seniors: 'transition', where people reduce their working hours; 'my time', where the focus is on leisure; and the 'last waltz', where life slows down and health is a greater focus. Research found that seniors do not regard themselves as 'old' until they lose independence. It was also found that large numbers of baby boomers provide financial support for their parents or children, and sometimes both. UBS is considering how new products marketed towards family needs could be developed. The way financial services are marketed to women is also being evaluated as older women tend to live longer than men and possess significant wealth. The workplace is also being considered by the company as an opportunity for increased marketing activities, as colleagues of current customers are often desirable potential customers.
Embracing the new: Marie Devlin serves customers' passions at American Express
Robin D Schatz, ANA Magazine, Autumn 2013
This article covers an interview with Marie Devlin, senior vice president of global advertising, media, sponsorship, and insights, of American Express, the financial company.
This article covers an interview with Marie Devlin, senior vice president of global advertising, media, sponsorship, and insights, of American Express, the financial company. It looks at American Express' change in approach, which seeks to open up its services to people who traditionally wouldn't have considered themselves customers of the brand. It has previously been seen as a symbol for those who are already advantaged; Devlin has sought to change this message to one that says its customers are advantaged because of their American Express membership. It is doing this through products such as Bluebird, which is seen as an alternative to debit and checking accounts and sold only through Walmart, the retail corporation, and initiatives such as the Passion Project, which profiles people's projects in a series of YouTube videos.
GEICO: Maxwell - Radical Accessibility
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
This case study describes how GEICO, the American auto insurance company, encouraged people to interact with it through digital and mobile media, specifically, in order to spread its "radical accessibility" message.
This case study describes how GEICO, the American auto insurance company, encouraged people to interact with it through digital and mobile media, specifically, in order to spread its "radical accessibility" message. The campaign featured GEICO's pig character, Maxwell, who appeared in TV spots, internet radio and digital video, and social media. Maxwell was seen in realistic situations using technology to reach GEICO when in need, demonstrating ease of use. As a result, over 10% of GEICO's customer base downloaded the GEICO mobile app and the company grew its presence on social media.
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