Case Study
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Zoe Robson and Aurore Martin, WARC Prize for Innovation, Entrant, 2017
This case study describes how specialist investment manager Architas, part of AXA, created an educational and interactive tool for independent brokers and Architas managers to help them sell more unit-linked products in France, Belgium and the UK.
Research Paper
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Elisabetta Osta and David Smith, ESOMAR, Congress, Atlanta, September 2012
This ESOMAR paper's authors present a view of what market research will look like in 2030. They discuss Big Data, facial expression recognition, experience immmersion rooms, customer insight facilitators, man-to-machine communications and instant infographics.
Research Paper
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Linda Boland Abraham, Anne Hunter and Andrea Vollman, Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 180-195
The research demonstrates the impact of measuring “validated” ad impressions as opposed to simply counting ads that are delivered to a computer as has historically been done in online advertising measurement.
Case Study
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Cannes Creative Lions, Creative Effectiveness Lions, 2011
This case describes E*TRADE's Baby campaign in 2010, a disruptive creative treatment featuring a talking baby used by the online share trading service around the US Super Bowl to create awareness and fame in a sector characterised by staid and conservative communications.
Case Study
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Effie Worldwide, Gold, Financial Services – Products/Services, Effie Awards 2009
Believe it or not, there was a marketing success story this year in financial services. It started with a simple idea: There’s comfort in numbers.
Research Paper
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Cate Riegner, Journal of Advertising Research, Vol. 48, No. 4, Dec 2008, pp. 496-505
China has the largest internet population in the world—76 percent with high-speed broadband connection.
Research Paper
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Cate Riegner, Journal of Advertising Research, Vol. 47, No. 4, Dec 2007, pp. 436-447
The internet stands apart from other media in enabling its “users” to interact. From this perspective, the internet will always be, at its core, a tool for interpersonal communication.
Case Study
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Ed Dinger, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 525-531
Following the dot-com crash, online stock trader E*Trade Financial suffered major losses, losing almost half of its customer base.
Case Study
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Kevin Teague, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 525-531
In early 2000 the high stock prices of America's technology industry were reaching their zenith. E*TRADE Financial Corp., along with other brokerage firms, such as Charles Schwab & Co., Inc., and TD Ameritrade Holding Corp., allowed stock traders to monitor and trade stock online.
Case Study
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Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2006
Imagine trying to convince people to switch online brokerage service to an independent Canadian company.
Research Paper
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John A. Schibrowsky, James W. Peltier and Don E Schultz, International Journal of Advertising, Vol. 22, No. 1, 2003, pp. 93-115
The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness.
Research Paper
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Sixan Yang, Randy Linn and Wenyu Dou, Journal of Advertising Research, Vol. 41, No. 4, July/August 2001
Smart banners, or keyword–activated banners that are tied to internet user search keywords, are becoming increasingly popular with major search engines and their advertisers.
News
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01 February 2001
Websites affiliated to CBS, which televised the premier sporting event, number among the big winners at Super Bowl XXXV, according to research from Jupiter Media Metrix .
Case Study
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Effie Worldwide, Bronze, Effie Awards, 2001
Two and a half years ago, INVESCO Funds was just one of many mutual funds companies. It was successful, it was making money, but it was nothing extraordinary.
Research Paper
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Lisa Sharkis and Steve Coffey, ESOMAR, Reinventing Advertising, Rio, November 2000, pp. 611-85
Everybody counts 30-day cume audience, or Reach, in website tracking. These estimates indicate the number of unique individuals who could be reached at the site, but fails to describe the audience actually reached by any particular advertising campaign.
Article
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Linda Brennan and George Wishart, Advertising Research Foundation Workshops, Loyalty Marketing Workshop, October 2000
As the internet audience grows, audience measurement and description take on an increasingly important role to advertisers and web sites alike.
Article
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Tony Wightman, Admap, April 2000
In e-business the customer is king, poor on-line service and bad experience will be met by a simple click of farewell.
Case Study
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Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Volume 1, 2000, pp. 1072-1083
In an ongoing effort to build brand equity, Merrill Lynch & Co., one of the largest brokerage houses in the United States, launched a high-profile ad campaign in 1993.
