Warc Strategy Toolkit, Strategy Toolkit
This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.
Alice He, Qun Ge and Ashok Sethi, ESOMAR, Asia Pacific, Singapore, May 2015
This paper explores the use of EMO Scan, a software-based facial expression recognition tool, as the core passive measurement tool to test a TV program, focusing on the emotional response to the stimuli.
James Hurman, Admap, May 2015
This article argues that advertising should adopt a 'lean' approach which takes campaigns to market quickly, in order to create and refine better ad campaigns.
Kendall Goodrich, Shu Z. Schiller and Dennis Galletta, Journal of Advertising Research, Vol. 55, No. 1, 2015
Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners.
Warc Exclusive, February 2015
This article provides marketers with information and guidance on researching consumers.
Charles Young, Admap, January 2015
This article explores some of the advances in advertising research which are leading to faster results, which in turn enable faster, better decision making.
Lena Roland, Event Reports, Smart Marketing, December 2014
This event report looks at how marketers can use an understanding of the consumer’s subconscious mind to both refine ads at an early stage of development and also to build brands in the longer term.
Warc Trends, Toolkit 2015
This article, taken from the Warc Toolkit 2015, outlines progress of neuroscience research techniques in marketing, including key findings, recent developments and advice for brands that would like to test ads.
Alexandra Sirianni, Dr Tim Mitchell and Dr Benny Cheung, Admap, December 2014
This article explains how experimental methodology can be used in ad-testing to overcome the limitations of conventional tools.