Newspaper Effectiveness

Using newspapers as a marketing channel

Newspaper Effectiveness


Basant Rathore and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, in an increasingly digital age, newspapers in India were seeing a gruesome shift in the axis of journalism - a shift from 'shaping views' to 'delivering news', thereby diminishing the role of the 'conscience-keeper'.


Jitender Dabas and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This is the story of how Dainik Jagran, India's most read newspaper, overcame the problem of readership not being passed on by delivering moral education to the new generation through its educational platform, Jagran Sanskarshala.


Basant Rathore and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how the challenge facing India's leading newspaper, Dainik Jagran, was in how it could secure future readers, given that today's digital generation now consumes its news so differently.


Vasuta Kalra, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Lakme, the beauty brand, connected with working women in India by resolving the tension between femininity and masculinity in the workplace.


Sanjay Sharma and Arjun Paul , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Skoda, the automotive brand, relaunched its Octavia model in India to reverse a market share slump.


Case Study

Tanishq: Diwali
S Subramanyeswar, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Tanishq, the Indian jewellery brand, leveraged Diwali despite the economic downturn.


Julian Earl, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.


Matt Jones, Emily Harlock, Craig Mawdsley and Marie Oldham, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case case study explains how The National Lottery, the UK lottery that collects money for good causes, engaged people with the game when increasing its price point.


Naofumi Akamine, Oscar Takahashi, Maryoli Alcala, Alfonso Carranza, Julio Ortega, Joe Gusukuma and Ider Cifuentes, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.

WARC RECOMMENDS


WARC BRIEFING

Newspapers

An overview of using newspapers for marketing


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Newspapers

Warc's pick of the most effective case studies


RESEARCH PAPER

Checking the Pulse of Print Media

50 years of newspaper and magazine advertising research


CASE STUDY

Volkswagen: Driving top gear to India

Using India's top newspaper to build brand awareness