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Article

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

Article

This event report considers the latest response to the influential Byron Sharp book 'How Brands Grow', in which he argued that the main thing that matters for brands is getting noticed.

Article

This article explains how to use press (including magazines) in customer acquisition.

Research Paper

The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.

Article

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

Article

This case study shares best practice guidelines for native ads, based on research into what consumers think of them.

Article

This article provides guidance for planning magazine media, which are well equipped for the digital and social media era with content across multiple platforms.

Article

This event report discusses how The New Yorker, the magazine owned by Condé Nast, boosted online readership and subscriptions by changing its approach to paywalls.

Article

This article provides marketers with information and guidance on several major media channels.

Article

This article sets out some key considerations for planning for newsbrands and gives advice for marketers wanting to make the most of this changing media.

Research Paper

In the absence of studies addressing how to sample advertising in content analysis in a reliable manner, this paper aims to determine the most efficient way to select from a year’s worth of issues for conducting content analysis of advertising in terms of sample size and type.

Research Paper

This study’s objective is to examine whether higher interactivity enabled by a mobile magazine increases message involvement and attitude toward the magazine.

Research Paper

We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads.

Research Paper

This article summarises two papers: "Magazines & Media Mix Models: Prescription for Success" and "Better Representing Magazine Effects in Marketing Mix Modeling" presented at the October 2009 Worldwide Readership Research Symposium in Valencia, Spain.

Research Paper

The internet offers both growth and loyalty opportunities for brands. To this end, in recent years, companies have accelerated the development of their websites, including richer and more interactive content as well as relationship tools such as email newsletter and consumer magazines.

Article

This paper discusses how luxury brands can create exclusivity and desirability among the super-rich (defined as the wealthiest 5% of a society).

Article

To help improve brand loyalty and influence buying decisions, more advertisers are launching their own magazines.

Article

The men's magazine market has a history of innovation as a whole, but the category has yet to witness the launch of truly effective online brand extensions.

Research Paper

This paper provides a content analysis of the inputs and outputs of the International Journal of Advertising (IJA) during the period 1992-2006 and was sparked by the 25th anniversary of the journal (1982-2006).

Article

Magazine advertising can work more cost effectively than TV, and using magazines in the media mix can lead to a media-multiplier effect.

Article

Guy Consterdine, research consultant to the Periodical Publishers Association, reports on a new study investigating the sales effectiveness of magazine advertising by using time-specific data from the National readership Survey and buying behaviour from the TNS Superpanel.

Article

Darran Snatchfold, advertising marketing manager at IPC Prospector, puts the case for innovative advertising in magazines.

Article

Why are people increasingly becoming inattentive to advertising and what can we do about it? These are the questions that Darran Snatchfold, advertising marketing manager at IPC Prospector, addresses in this article.

Article

Commentators review the current status of various media in the United States. 1) Consumer magazines: succeeding by engaging with the ‘I-culture’ and getting closer to the individual desires of their readers.

Research Paper

This paper describes various pieces of research carried out to explore the impact of new digital media on information gathering habits of digital consumers in the main European countries.