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News

LONDON: UK regulators introduced tough new rules at the weekend that ban ads for products high in fat, salt or sugar (HFSS) in all children's media, including Facebook and other social media platforms.

Article

This article explores the ever more important topic of data governance; a simple reading of the demands on data managers would reveal many pitfalls, but the author disagrees: a responsible approach to data can be a source of much-needed consumer trust.

News

SYDNEY: The battle between public health experts and alcohol brands could take a new turn as new peer-reviewed studies assert a link between exposure to alcohol advertising and youth drinking.

Article

This article criticises Lord Justice Leveson's comments in the Leveson Report, which looks into the practices of the British press, on the trustworthiness of information found on the internet.

Article

This article aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

Article

This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.

Article

This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.

Article

This event report discusses the importance of ensuring that data used to drive marketing are relevant and actionable.

Article

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.

Research Paper

The anonymisation of personal data has multiple purposes within research: as a marker of ethical practice, a means of reducing regulation and as a safeguard for protecting respondent privacy.

Article

In this Warc Webinar Faris Yakob – co-founder of strategy and innovation consultancy, Genius Steals – discusses the nature of attention and how it works.

Research Paper

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time.

Article

This article discusses the advertising tactic of provoking outrage, and argues that advertisers should not 'poke the bear'.

Article

This article argues that big data presents a huge opportunity for advertisers, but they need to be careful not to abuse the data they collect.

Article

This event report looks at how business leaders are approaching issues around trust and privacy as business ethics take on a greater importance in connecting with consumers.

Research Paper

Social media enable advertising agencies to engage directly with the public by participating in - and observing - real conversations.

Research Paper

The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children’s market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity.

Research Paper

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.

Research Paper

This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.

Research Paper

Research about the role of parents in children’s consumption of online advertisements is scarce. Parents are viewed as having a responsibility to deter children from invasive marketing, yet with the rise of non-traditional marketing it is unclear whether they have the knowledge and skills necessary to undertake this role.

Research Paper

Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages.

Research Paper

The goal of this study is to understand the influence of event sponsorship on children and their ability to fully understand its persuasive intent.

Article

This essay explores some of the ways digital advances are changing how brands are built, arguing that to secure its future brands should focus on above-the-line advertising.

Research Paper

In response to calls for further investigation on the role of music and advertising, the authors of the current study analyzed popular music's most successful songs over a 50-year period (1960–2009).

Research Paper

This paper identifies how Chinese advertising practitioners’ cultural perceptions of gender influence their creation of advertising representations.