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News

NEW YORK: Tobacco giants Altria and BAT are to spend millions of dollars over the next year on self-critical advertising on broadcast television networks and in leading newspapers as part of a legal settlement of a case brought almost 20 years ago.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Case Study

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Case Study

This case study shows how the 'Stop It At The Start' campaign from The Australian Government started a national conversation about perpetuating future violence in a bid to change attitudes and behaviours to reduce future violence against women.

Article

This article describes the latest findings from behavioural science exploring whether people in general approve of the concept and act of nudging.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Article

This short report summarises the results for the US from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article looks at how communicators can use the ubiquity of mobile to reach people in the micro-moment of decision-making, enabling them to motivate and facilitate behaviour change and improving the lives of individuals and of society.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Case Study

This case study describes how Tobacco Free Florida, an anti-smoking organisation, dropped the smoking rate in Florida amongst teenagers through The Facts Now campaign.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Case Study

This case study shows how Public Health England, an agency for the Department of Health, created a marketing manufactured health intervention campaign to dramatically increase quitting attempts at smoking.

Research Paper

The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options.

Article

This short article explores how major, global corporations can make the world a better place through the phenomenon of Big Brand Redemption.

Article

This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

Case Study

This case study shows how the Center for Disease Control (CDC), the US national public healthcare institute, encouraged people to stop smoking with an integrated campaign.

Case Study

This case study describes how Johnnie Walker, a Scotch whiskey label, stayed true to its brand values and led the category by amplifying responsible drinking into a global platform of behaviour change.

Case Study

This case study looks at how Vitality Health Insurance reinvigorated the category in the UK and provided a totally new challenger brand to a stunted category.

Research Paper

Neuromeasures show promise for measuring responses to advertising that respondents cannot accurately verbalize, but their application to advertising is in its infancy.

Article

This article argues that the way brands should adapt to the era of personalization is by taking advantage of their mythodological capabilities by creating stories that can become adaptable when shared with others.

Research Paper

This paper talks about the impact of illicit trade, drawing attention to the growing problem by analysing its core drivers and describing the main winners and losers of the shadow economy.

Opinion

"As far as I know," David Ogilvy said, "I’m the only creative genius who started his career in research." The ARF David Ogilvy Awards celebrate the extraordinary and creative use of research in powering effective advertising.

News

NEW YORK: Nestlé Lean Cuisine, the convenience meal brand, has won the Grand Ogilvy at the 2016 ARF David Ogilvy Awards for a campaign that used social media and video to connect with American women and reverse years of declining sales.