Article
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WARC Exclusive, April 2019
Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to cross-screen planning.
Research Paper
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Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjornsen, and Fredrik Lange, Journal of Advertising Research, Digital First, June 2019
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
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Dan Hagen, Admap, January 2014, pp. 26-27
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
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Tony Regan, WARC Best Practice, January 2015
This article explains how TV has changed - and continues to change - maintaining a prime position in advertisers' media planning despite gloomy predictions.
Article
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Jean-Paul Edwards, Admap, January 2014, pp. 28-30
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
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Tom Woodnutt, Admap, Silver, Admap Prize 2012
Planners should exploit the idea of creating mutually beneficial and open relationships between customers and brands and their agencies.
Article
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John Woodward, Admap, July/August 2012, pp. 7-7
The entries to the Admap Prize: Planning 3.0 demonstrated that planning as a discipline appears a bit lost.
Article
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Sarah Booth, Admap, Shortlisted, Admap Prize 2012
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
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Brian Millar, Admap, Commended, Admap Prize 2012
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
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Margaret Morrison and Eric Haley, Journal of Advertising Research, Vol. 46, No. 1, Mar 2006, pp. 124-131
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
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Stephanie Redlener, Rob White and Mark Earls, Event Reports, AAAA Account Planning, September 2007
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
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Carlos Grande, Event Reports, ARF Audience Measurement, June 2008
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
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Alan Smith, ESOMAR, Media Mix Audience Measurement, LA, June 2003
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
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Deanna Cowan and Russell Abratt, Journal of Advertising Research, Vol. 39, No. 6, November/December 1999
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
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Joseph Morgan, Admap, Shortlisted, Admap Prize 2012
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
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Leslie Wood and Walter Reichel, Journal of Advertising Research, Vol. 37, No. 4, July/August 1997
Recency tells us that an ad exposure has more sales potency when it occurs close to purchase occasion.
Research Paper
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Corrine Sandler and Lana Novikova, ESOMAR, Insights, Brussels, February 2011
This presentation describes the philosophy - the rational investigation of applying Neuroscience and Psychotherapy in market research.
Article
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Duncan Southgate, WARC Exclusive, MAP 2010 conference
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
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Mark Barber, Admap, February 2007, Issue 480, pp. 24-27
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
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Gerhard Faehling and Johannes Schneller, ESOMAR, Online and Outdoor Conference, Geneva, June 2004
The paper describes a new research approach designed to create a comprehensive planning database for online media vehicles.
Research Paper
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Uwe Czaia, ESOMAR, Broadcast Audience Research, San Fran, April 1996
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
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Peter Klopprogge and Tim Foley, ESOMAR, Print Audience Measurement, LA, June 2003
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
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Daniel Cuende, ESOMAR, Worldwide Media Measurement, Stockholm, May 2009
This paper focuses on improvements introduced in 2007/08 to Geomex, the out-of-home audience measurement system in Spain.
Case Study
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DDB Planning Department, The Communications Council, Silver, Advertising Effectiveness Awards, 1996
The opportunity in 1995 was for Schweppes to be the first brand to launch into the new age beverage category in the Australian market.
Article
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WARC Trends, December 2018
WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
