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Case Study

This case study describes how Cadbury Dairy Milk, Ireland's most loved chocolate brand, used an integrated campaign to overcome stagnant sales in an overcrowded market category.

Article

This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive.

Article

This presentation compares traditional copy-testing techniques with more innovative methods that measure unconscious triggers such as facial expression and head movement.

Article

This paper proposes a new way of looking at brand communication by broadening the perspective from explicit messages to implicit signals.

Case Study

During its first few years in the UK market, premium readymade dessert brand Gü's desirable image had drawn women in with its luxurious and distinctive chocolate taste.

Case Study

This paper shows how UKTV Documentary and UKTV People were transformed into two exciting new brands, Eden and Blighty, bringing in new viewers and advertising revenue.

Article

WARC Online's media editor, Laura James, provides an analysis of the creative strategies behind the 2008 IPA Effectiveness Awards winners, and identifies four key themes that have emerged as drivers of success.

Case Study

Cadbury is one of Britain's best-known chocolate brands. In 2007, Burton's Foods was looking to build its biscuit business, and decided to invest in advertising for Cadbury Milk Chocolate Digestives for the first time, having seen the brand register slow but steady growth since it was launched in 2004.

Research Paper

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss.

Research Paper

This paper is about advertising that works on our emotions without necessarily achieving high levels of attention or recall.

Research Paper

This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs.

Research Paper

This paper is about advertising which works on our emotions without necessarily achieving high levels of attention or recall.

Research Paper

This paper will argue that eye tracking has a place in usability research. As part of bringing the consumer into the heart of the website design process, the use of eye tracking technology has now evolved to become a necessary tool to use as part of the web design process, providing web marketers and designers with insights that qualify the effectiveness of a website in its ability to grab the attention of the visitor as they attempt to navigate through its pages.

Article

In this article, focusing on creativity within the outdoor industry, the author believes that the medium is increasing in popularity due to its effective creative treatments.

Article

This interview with John Sunderland of Cadbury Schweppes covers expectations during a recession, the maturity of the chocolate market, extensions of distribution channels and skills in retailing.

Case Study

In 1997, confectionary brand, Terry’s Chocolate Orange, was struggling. Consumers thought of it as a gift item and the company needed to extend the brand.

Article

The big issues in retailing were really six years ago when discounts came in from the continent and brought commodity prices down.

Case Study

The biscuit market is highly competitive. However, one new area of opportunity was identified for the launch of a new Cadbury's product.

Article

Large companies no longer have the ability to create a sort of new category brands that made them successful in the first place.

Article

Argues that advertisers should not be shy of targeting the over-50s; provided the product is relevant to them, all that is needed is to understand the factors which affect their purchasing decisions.

Research Paper

A feature of the history of advertising has been the readiness of advertisers to seize on and utilise any new medium which could serve to present a persuasive message.

Case Study

Discusses the relaunch of Instant Horlicks in September 1985, three years after its original launch. The campaign used existing brand values (relaxing)and combined them with a new 'healthy' element, low fat content.

Article

This historical article is a reprint of a talk given by Tom Sutton, Managing Director, JWT to the Business Operations Seminar of University of Liverpool, on 29th October, 1964.