Article
•
WARC Best Practice, January 2021
Covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.
Article
•
WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing.
Article
•
WARC Best Practice, January 2021
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Article
•
WARC Best Practice, January 2021
Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.
Article
•
WARC Best Practice, January 2021
This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.
Article
•
WARC Best Practice, January 2021
Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.
Article
•
WARC Best Practice, December 2020
This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.
Article
•
Brightcove, Research on WARC, December 2020
This report uncovers insights that will aid media companies, broadcasters, OTT streaming services and content owners in charting their own future in OTT.
Article
•
WARC Best Practice, December 2020
This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Article
•
WARC Best Practice, December 2020
Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.
Article
•
WARC Category Intelligence, December 2020
Global strategies, campaign updates and trends in the tech and electronics category.
Article
•
WARC Best Practice, December 2020
This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.
Article
•
WARC Best Practice, December 2020
This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.
Article
•
WARC Best Practice, December 2020
This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.
Article
•
WARC Best Practice, December 2020
This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
Article
•
WARC Best Practice, December 2020
This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.
Article
•
WARC Best Practice, December 2020
Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.
Article
•
WARC Best Practice, December 2020
This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.
Article
•
WARC Best Practice, December 2020
Provides guidance on using packaging to create standout for brands and drive purchase consideration.
Article
•
WARC Best Practice, December 2020
Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.
Article
•
WARC Best Practice, December 2020
Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.
Article
•
WARC Best Practice, December 2020
Summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.
Article
•
WARC Best Practice, December 2020
Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.
Article
•
WARC Best Practice, December 2020
This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.
Article
•
WARC Best Practice, December 2020
Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.
