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Key reading

planning

The challenges of communications planning

This article describes nine challenges that media planners must address when planning communications campaigns. These include the need to solve business problems rather than communications briefs, creating useful strategy tools and integrating big data into the planning process.
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The future of comms planning

Why the future of comms planning lies in creating value for people rather than preying on their time.

The optimal TV ad length

How using a combination of ad lengths, when done well, can work best of all for TV campaigns.

The anthropology of contextual media planning

Five lessons from anthropology that could help media planners find the most effective context.

Online advertising: Not wearing out its welcome

This report explores how advertisers can maximise frequency for online ads whilst minimising annoyance.




Latest articles

Global Ad Trends

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 ARF spells out how cross-platform marketing boosts ROI

This event report outlines various findings from the "How Advertising Works" study produced by the Advertising Research Foundation (ARF).

Consumers’ Cross-Channel Use in Online and Offline Purchases: An Analysis of Cross-Media and Cross-Channel Behaviors between Products

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

AOL: The importance of good manners and relevant context in ad placement

This event report highlights AOL's use of context to better target audiences without being intrusive.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com