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Research Paper

Irony is employed to add edge or bite to advertising—to make it stand out. Yet the irony of ironic advertising is that it is used but not thoroughly understood; practiced but not well researched.

Article

This paper provides an overview of the global cereal products industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This report covers the public's view of advertising, showing that the public believes itself to be increasingly knowledgeable about marketing and advertising and is pragmatic and tolerant of the common strategies and tactics it uses.

Article

This paper offers an overview of the 100 years the ANA has been in existence. It incorporates events in society, politics, science, culture and marketing, and also includes a short history of the day in 1910 the ANA was founded.

Research Paper

This paper argues that, in their efforts to understand the full spectrum of consumer response to brand communications, marketers are seeking practical examples of neuroscience methods combined with traditional quantitative research that deliver robust and actionable insights.

Case Study

Post Shredded Wheat was a brand in decline, deemed "old and boring" in a changed cereal sector. However, the economic turmoil of 2008 was used to the brand's advantage, with its image recast as "trustworthy and simple".

Article

In this paper, Geoffrey Precourt, WARC’s U.S. Editor, examines the trends demonstrated by the short-listed entries to the 2009 Jay Chiat Awards.

Article

This article provides updates on topics covered by previous issues of Looking Up. The use of so-called "angry ads" in the recession, reflecting public disquiet over issues such as bank bailouts, discussed in a previous issue, is revealed to have been broadly successful.

Article

The address of the Association of National Advertisers' president/ceo, Bob Liodice, to the ANA's annual Masters of Marketing Conference is the focus of this report by Warc's U.S.

Research Paper

The paradox of success is you need to embrace failure to achieve it. Failure is the essential ingredient that nobody talks about or acknowledges and everyone tries desperately (and understandably) to avoid.

Research Paper

During the spring and summer of 2007, Givaudan and QualiData executed a global ethnographic study to support the discovery and development of novel chicken flavors.

Case Study

An iconic brand, 67 year old Shreddies, had been a staple for decades on Canadian breakfast tables. Historically it had been the flagship of the post portfolio, but it had been unsupported since 1999 and it was lacking news and relevance.

Case Study

Despite a 40% penetration in households, Kellogg’s the producer of the cereal, Weetabix, decided to reinvent the message of its advertising to increase growth and price whilst retaining penetration.

Article

Merry Baskin, of Baskin Shark, reports from WARC's Advertising Research Conference, held in London, October 17 2007.

Article

Over the past three years the Newspaper Marketing Agency has carried out a £22m research programme to assess the effectiveness of newspaper advertising.

Case Study

Post Healthy Classics (PHC) - a trademark comprising Shredded Wheat, Grape-Nuts, and Raisin Bran - reversed double-digit sales declines to post 9% growth.

Case Study

This paper outlines how advertising helped take Weetabix to number one in value terms in ready to eat cereals.

Article

Securing a trademark is of central importance to brand owners, as it allows them to maintain the integrity of their product.

Article

Scot McKee reviews the three predominant brand categories - corporate, master and umbrella. He explains that corporate brands are the easiest to identify - the company is the brand.

Article

David Iddiols describes recent research which attempts to define what is 'successful' when using celebrities in advertising campaigns.

Research Paper

The British single-source database Adlab has been the basis for this study of advertising and promotion effectiveness.

Research Paper

This research paper studies a comparison of advertising effects judged by STAS scores and by the logit model.

Case Study

Kellogg's Rice Krispies cereal has been "talking back" to consumers since 1926. The puffed-rice product was based on a unique cooking process in which tiny air bubbles were injected to produce a snapping, crackling, and popping sensation when the cereal was immersed in milk.

Case Study

The "Kid in You" campaign developed for Kellogg's Frosted Mini-Wheats by the Leo Burnett Agency in 1984 proved to be a brilliant response to demographic challenges facing the breakfast cereal industry in the 1980s.

Article

A simple research technique is described that can demonstrate a pack's ability to add to brand value.