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Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Opinion

Here are the results of the latest assignment from A[P]SOTW – Advertising [Planning] School On The Web.

Opinion

The DBA Awards, published earlier this month on Warc.com, recognise design projects that are creatively and commercially effective.

Case Study

This case study describes how Scotland's leading carbonated drink, IRN-BRU, created time-limited individual tartan labels to create buzz and engage their loyal fan base.

Case Study

This case study explores how IRN-BRU, the soft drink, became the most memorable sponsor of the Glasgow 2014 Games through a campaign focused upon its audience and accessibility.

News

SINGAPORE/LONDON: Digital printing has enabled greater customisation and personalisation of packaging, with the result that packs no longer simply reflect the brand story but can actively advance it.

Article

This article argues for the importance of packaging in brand-building as part of the marketing mix.

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.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

Case Study

Sales of blokey Farmer's Union Iced Coffee (FUIC) stagnated in impulse channels in Southern Australia in 2009.

Research Paper

This paper outlines an experiment that links established pre-testing measures and Brainjuicer's proprietary emotional metric, FaceTrace®, with in-market effectiveness.

Article

Planners at PHD have developed a proprietary planning tool called Neuroplanning, to understand influence, rather than reach, by examining how the brain responds to different media stimuli, to see if advertising is likely to affect the desired response.

Case Study

In 2008, Irn-Bru was faced, in a flat market, with nearly saturated distribution and fierce competition.

Article

This article, by Laura James, WARC Online’s Media Editor, reports on the “TV on a Shoestring” conference, hosted by the industry body Thinkbox.

Article

Good marketing can have a direct impact on shareholder value, which depends on forecasts of future earnings.

Case Study

This paper discusses the 2006 launch campaign for IRN-BRU 32, a caffeinated energy drink aimed at the 18-30 audience, and competing mainly against Red Bull.

Article

Brands are an accepted part of our daily lives. But some brands seem to transcend their product or service categories to become part of the popular culture.

Research Paper

This study identifies social uses of advertising by young male adults who have been brought up in a mass media-driven society, which makes them more advertising literate.

Case Study

Tizer used to be a minor player in the carbonated drinks market, mainly bought by mums for their children.

Article

This case study discusses the appointment of a new agency to help keep the Tango brand ahead of its rivals, especially the arch rival Fanta.

Case Study

This paper describes how Vimto, a product which had long enjoyed high acceptance in the North of England, devised a TV campaign that successfully introduced the brand to the South, particularly the London area.

Article

The outdoor industry has been going through a purple patch recently with a significant number of advertisers switching budgets away from television.

Article

Recent advertising has increasingly rejected traditional brand messages and is not about anything. In view of the fact that people are getting more (media-) illiterate, is it really a fair assumption that they are getting increasingly more ad-literate (form and content)? A project surveying teenagers in London, Manchester and Scotland found that those surveyed admired advertising that employed narrative distancing (fantasy, anthropomorphism, or use of a celebrity), which allowed them to pick out relevance as and when they found it and apply the brand message to themselves.

Case Study

This 1998 case study describes how in 1995 the Health Education Board for Scotland identified the need to increase adult participation in physical exercise as one of its key priorities.

Article

Argues that there has been too much concentration on targeting `early adopters', and that there is a good case for targeting `innovators' instead.