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News •
LONDON: The UK’s three leading consumer magazine publishers all saw total average circulations decline in the first half of 2018, but observers have suggested that there are grounds for optimism in the latest ABC data.
Gunn Report •
The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.
Article •
Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.
Opinion •
Protecting radio in cars is a top priority for Radioplayer. Managing director Michael Hill explains why.
Article •
British home improvements chain Wickes has successfully targeted two different audiences within the same radio sponsorship.
Article •
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Article •
This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.
Opinion •
Personalities on radio are a long-standing form of influence. Abby Carvosso, Group MD, Advertising at Bauer Media, shares some insights about the radio company’s pairing of talent and brands .
Article •
Examines how marketers can best reach commuters through reliance on a combination of traditional and digital platforms as tools of engagement.
Case Study •
UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.
Research Paper •
Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.
Research Paper •
The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.
Opinion •
Ahead of October’s Festival of Marketing, a panel discussion at the event will address recent research that shows how brands and advertising should be leading the way for the media to reflect the society in which live.
Article •
This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.
Research Paper •
The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.
Case Study •
This case study shows how Churchill, an insurance brand, transformed itself into a social crusader with a campaign that aimed to improve road safety by bringing the lollipop lady back to the UK streets.
Article •
This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.
Article •
Ketchum, an advertising agency, quickly lived up to its employee commitment of supporting CSR initiatives at a global scale by dramatically increasing the number of projects the company undertook in the seven years since the program's launch.
Research Paper •
This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.
News •
NEW YORK: President Trump's propensity for tweeting about anything from developments in reality TV to criticisms of specific companies and brands is leading to a surge in a new business area for PR agencies.
News •
SYDNEY: Supercheap Auto (SA) created a retail bonanza out of its Bathurst 1000 event sponsorship that was second only to Christmas in terms of sales, a senior executive at the company has revealed.
Article •
This article shows how Supercheap Auto, an Australian automotive accessories brand, used sponsorship of the Bathurst 1000 race to create an experiential retail success second only to Christmas in sales revenue.
Article •
The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.
Case Study •
This case study describes how Churchill, a UK insurance company, found a point of difference by launching a campaign to help increase safety of children going to school.
News •
LONDON: Digital audio accounts for only a small part of UK advertising expenditure but it is growing as more consumers listen to music and podcasts on smartphones and as media owners seek to take advantage of cross-media opportunities.