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Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Opinion

Faris Yakob addresses the tensions between short-term sales effects and longer-term brand building - and concludes that measurement holds the key to untangling this paradoxical relationship.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

In this article, the author argues that marketers should start with the desired customer experience, not with all the new technology available.

Article

In this webinar, Les Binet explains how marketing effectiveness works in the digital age, a topic covered in the Warc Toolkit 2017 of marketing trends.

Research Paper

This viewpoint discusses the need for balanced metrics to combat the rise of short-termism and provide a better analysis of campaign success.

News

LONDON: Marketing effectiveness requires striking the right balance between close targeting and mass reach, and between short- and long-term strategies, according to a Warc report.

Opinion

The danger with the current focus on viewability is that it has become a means unto itself – a target by which to measure success.

Article

This article discusses the importance of brand meaning and the threats that have emerged against it in the digital age.

Article

This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Article

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.

Article

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

Article

This event report highlights the findings of new research by leading marketing consultant Peter Field, who has previously demonstrated strong links between creativity and effectiveness in advertising.

Article

This article sets out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

Article

This article argues that marketers must identify and focus on the significant inputs and drivers of brand performance, not just the incidental noise of digital data.

Article

This event report discusses results from research undertaken by Thinkbox and MediaCom that aimed to uncover the online and offline drivers of sales for direct response ads.

Article

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Article

This article argues that brands need to balance speed and consideration to make their marketing 'agile'.

Research Paper

Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate.

Research Paper

This paper explains how GfK developed a cross-media measurement tool to compare the impact of TV and Facebook ads on sales.

Article

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Article

This article discusses the common problem of defining competitors too tightly, losing sight of the broader market and adopting closely targeted advertising that eventually leads to loss of market share.

Article

This article, by the IPA Value of Creativity Group, offers a perspective on how the measurement of marketing activities in demonstrating effectiveness will develop in a complex digital world.