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Article

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to cross-screen planning.

Research Paper

People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.

Article

This article explains how TV has changed - and continues to change - maintaining a prime position in advertisers' media planning despite gloomy predictions.

Article

This article discusses the opportunities presented by video on demand (VoD) services, examining viewing figures and arguing that TV plans should be developed into audio-visual plans.

Article

This article discusses the convergence between TV viewing and second/third screens, arguing that while TV viewing figures are stable, advertisers need to make the most of additional platforms.

Article

Planners should exploit the idea of creating mutually beneficial and open relationships between customers and brands and their agencies.

Article

The entries to the Admap Prize: Planning 3.0 demonstrated that planning as a discipline appears a bit lost.

Article

In this essay, the short attention span of much of the western world is likened to the approach planners have towards theories of human behaviour.

Article

This article argues that if planners are to realise their true value, they need to escape their agency shackles and start up a creative consultancy modelled along the lines of management consultancies.

Research Paper

The paper describes a new research approach designed to create a comprehensive planning database for online media vehicles.

Research Paper

Only a few companies and agencies in Germany offer specialized software for media planning. The following paper would like to give a general view of the common features and methods of calculation those programs offer and which are agreed of throughout German media agencies.

Research Paper

This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market.

Research Paper

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions.

Research Paper

While there are relatively few advertising studies that deal with media planning, there are even fewer studies that deal with the issue of information needed to make sound media decisions.

Article

The influx of data can cause two responses in planners: that it is cumbersome to the intuitive nature of their creative style or that it is an opportunity to take the intuition out of planning and ground it all in research.

Research Paper

Recency tells us that an ad exposure has more sales potency when it occurs close to purchase occasion.

Research Paper

This presentation describes the philosophy - the rational investigation of applying Neuroscience and Psychotherapy in market research.

Article

In his MAP 2010 presentation, Duncan Southgate, global innovation director at Millward Brown, offers advice on how brands can negotiate the fragmented media landscape.

Article

Despite the common perception that radio has remained pretty well unchanged for the last half century, Mark Barber (planning director at the Radio Advertising Bureau) maintains that it has made two great evolutionary developments.

Research Paper

It is now accepted that account planning recognizes the complexity of humans and their emotional attachment to products and that this understanding can be translated into effective campaigns extending far beyond advertising.

Article

Stephanie Redlener, from The Talent Business, Rob White, of Zeus Jones, and Mark Earls, of Herd Consulting, report on the AAAA Account Planning Conference 2007, held in San Diego, August 6-8, 2007.

Article

In this article, WARC Online's Carlos Grande discusses the findings from ARF Audience Measurement 3.0, held in New York in June 2008.

Research Paper

This paper focuses on improvements introduced in 2007/08 to Geomex, the out-of-home audience measurement system in Spain.

Case Study

The opportunity in 1995 was for Schweppes to be the first brand to launch into the new age beverage category in the Australian market.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.