Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

68 results found
Sort by

Research Paper

This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.

Case Study

This case study looks at how TAL, an Australian life insurer, launched an unknown brand into a mistrusted category without changing any aspect of the product.

Case Study

This case study shows how Officeworks, Australia's largest office products retailer, took a combined approach to sales activation and brand building to increase its sales and brand awareness.

Case Study

This case study describes how Officeworks, an office supplies chain, achieved record growth by shifting its focus from being product-centric to customer-centric.

Research Paper

This article looks at how cross-platform advertising is reshaping both legacy and digital media through any number of shared configurations.

Research Paper

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

Article

This article argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.

Article

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Article

This article describes nine challenges that media planners must address when planning communications.

Research Paper

This paper discusses the ideas of psychologist Daniel Kahneman, and his work on how people make judgements and decisions.

Article

Many organisations fail to realise that the complexities of sales performance measures go beyond the gathering and reporting of data and a number of factors can make it problematic.

Article

This analysis is based on the 2012 IPA Effectiveness Awards and looks at the effectiveness of emotional campaigns.

Article

Integrated marketing communications has changed dramatically with the growth of the internet, from outbound 'push-only' communications to a combination with inbound 'pull'.

Case Study

In 2006 Liverpool Victoria, the UK financial services group, was in trouble and was rapidly losing customers.

Case Study

In mid-2009 John Lewis, the UK department store retail chain, was struggling in a challenging financial climate.

Research Paper

This paper analyses two neuroscientific techniques and contains results of an academic evaluation of the ability of electroencephalography (EEG) and eye tracking (ET) to predict advertising effectiveness.

Article

The end goal of achieving integration is an accepted industry objective, but getting there is a challenge that few have mastered consistently.

Article

A brand can be defined as a promise in the customer's mind, with brand equity as the sum of the constituent ingredients of that promise.

Article

Social media channels are so popular because they tap into and amplify the age-old human desire to sit around and share stories and information.

Article

The issue of paying agencies and agency remuneration has always been beset by difficulties. In this Best Practice article, Merry Baskin looks at the different ways to remunerate agencies beyond traditional and historic models of agency compensation.

Research Paper

The presentation describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements.

Research Paper

This paper proposes a new model for how advertising works and how it should be measured. It seeks to demonstrate the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt.

Opinion

The latest highlights in our monthly editor's newsletter of new content on warc.com include an Admap focus on global planning and a special supplement on China, together with the online release of the IPA's Datamine 3 report on marketing effectiveness and conference reports on social strategies from the US and Asia.

Article

Warc's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world, based on analysis of key papers and case studies by Warc's editors.

Article

This paper provides evidence that digital share-of-voice (SOV) is important to brand growth. Specifically, it outlines the statistical analysis that concludes that brands that increase their digital SOV are more likely to grow their market share over time.