Warc index
 

How people simultaneously use various channels while searching and purchasing products and services becomes a major question should a firm intend to use the Internet as a complementary channel in the ...

This piece describes how an electronic comment card enables restaurant goers to pass on their comments and ratings anonymously and eliminates the possibility of staff intercepting and binning critical ...

Some have argued that traditional principles of mass media advertising do not apply on the web. We present an empirical study that contradicts this assertion. Our findings suggest that advertisers nee ...

The marketing director of Marks & Spencer analyses what went wrong with the company, and describes the sophisticated measures being employed to recover. The three key principles are: understanding the ...

An investigation of how public relations (PR) works by influencing opinion leaders and opinion formers. The model proposed is 'multi-step flows of communication': it is studied in the motor market, wh ...

This paper outlines, and discusses the research implications, of a new print ad sales brochure published in May 1999 and sponsored by publisher associations and publishers from many different countrie ...

Discusses how qualitative research can be helpful in the design of holiday brochures, and some reasons why it may be more appropriate than quantitative research in this field. Illustrated by a case hi ...