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Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Global strategies, campaign updates and trends in programmatic advertising.

Article

Global strategies, campaign updates and trends in the out-of-home market.

Research Paper

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Opinion

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Research Paper

Channel 4 and ITV, both TV channels, joined forces to deliver the most comprehensive exploration of BVOD (broadcaster video on demand) viewing behaviours of British people and its impact on advertising effectiveness.

Research Paper

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Research Paper

GemSeek Consulting, a market research and data analytics firm, sheds light on an innovative and pragmatic application of machine-learning models to help a major European Telco address fierce competition.

Research Paper

The Centre for the Protection for the National Infrastructure (CPNI), the lead government authority for protective security advice, embarked on a four-year research programme to support the government’s counter-terrorism (CT) strategy in protecting the transport network from terrorism in the UK.

Research Paper

Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.

Research Paper

Tata Group, an Indian corporation, created an adaptable framework that focuses on re-engineering the customer centricity code to reimagine its customer focus in India.

Research Paper

SEAT, a car manufacturer, developed a solution using Artificial Intelligence (AI), machine learning and statistics to extract deeper insights from SEAT's global customer satisfaction survey.

Research Paper

In Germany, skincare giant Beiersdorf compared human-driven and machine-driven qualitative research to ascertain which approach can best identify innovation opportunities.

Research Paper

Insight innovation hub, TFTK, implemented its innovation diffusion model to help businesses spot long-lasting cultural trends and innovation opportunities in the UK.

Article

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA.

Case Study

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

Case Study

Fiat Chrysler Automobiles (FCA), the multinational automobile maker, improved reach and sales by streamlining its marketing efforts to find its core US audiences and tailor creative to those specific groups.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.