Research Paper
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Jameson Watts, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 408-418
As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.
Article
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Crawford Hollingworth and Liz Barker, The Behavioural Architects, August 2018
Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.
Research Paper
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Lefa Teng, Guanzhi Zhao, Yuanyuan Wu, Hongyu Fu, and Jiajing Wang, Journal of Advertising Research, Digital First, July 2018
Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.
Article
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Brian Carruthers, Event Reports, Big Day of Data, June 2018
Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.
Article
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Crawford Hollingworth and Liz Barker, The Behavioural Architects, May 2018
Discusses how behavioural science helps us understand why we might often behave in a profligate manner with water - from our tendency to discount the future, our deeply embedded habits and also the fact that energy doesn't communicate our usage in the most cognitively easy ways.
Research Paper
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Joe Phua, Journal of Advertising Research, Digital First, May 2018
This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.
Research Paper
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Li Chenyang and Wander Meijer, ESOMAR, APAC, 2018
This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.
Case Study
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Derry Simpson, Mihir Warty, Jane Dorsett, WARC Awards, Shortlisted, Effective Social Strategy, 2018
The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.
Case Study
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Juliana Melo, Brian Crotty, Cassiano Oliva, João Gabriel Fernandes et al., WARC Awards, Silver, Effective Social Strategy, 2018
M&M's, the confectionery brand, used a humorous social media campaign and TV partnership to increase sales in Brazil.
Research Paper
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John Aitchison, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 190-197
This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.
Article
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Sam Peña-Taylor, Event Reports, WARC Event: Behavioural economics, March 2018
The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.
Article
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Rory Sutherland, Market Leader, Quarter 2, 2018, pp. 58-58
Digital marketers need to start asking more whys if they want to improve their business in the long run.
Article
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Crawford Hollingworth and Liz Barker, Market Leader, Quarter 2, 2018, pp. 14-15
Showcases three of the strongest techniques to build more creative environments and to maximise creativity in marketing teams.
Article
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Michael Sankey and Ken Roberts, Admap, March 2018, pp. 10-12
Reveals that 15-second ads may well be as effective as their extended counterparts and outlines several practical applications for marketers.
Article
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Crawford Hollingworth and Liz Barker, The Behavioural Architects, February 2018
Discusses the difficulties in achieving financial capability, the failure of education to help ease this and how providing feedback is a markedly better way to help tackle this problem.
Research Paper
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Piotr Tarka, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 67-87
In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.
Article
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Wendy Gordon, WARC Exclusive, February 2018, pp. 47-47
Mindframes shares six perspectives that 'explore and understand a different representation of reality' when it comes to market research.
News
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29 January 2018
GLOBAL: Consumer attention is an increasingly scarce commodity in a fragmented media landscape and marketers may have to look beyond simple viewability or OTS metrics to measure this aspect of consumer behaviour.
News
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19 January 2018
NEW YORK: Corporate social responsibility (CSR) initiatives must address the interests of a company’s intended audience to fully support the high-minded intentions of the sponsoring service, a paper in the Journal of Advertising Research ...
Article
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WARC Best Practice, January 2018
This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.
Research Paper
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Karen Nelson-Field and Erica Riebe, Admap, January 2018, pp. 40-42
Looks at what lies beneath improved attention and considers the ability for attention to be used as a predictor of sales.
Article
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Geoffrey Precourt, Event Reports, TMRE 2017, October 2017
Nutri-Grain, the cereal bar made by The Kellogg Co., responded to a period of limited advertising success by fundamentally rethinking its strategy.
News
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20 December 2017
LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.
Research Paper
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Charlotte Lecuyer, Sonia Capelli, and William Sabadie, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 436-446
For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.
Research Paper
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Thorsten Teichert, Dirk Hardeck, Yong Liu and Rohit Trivedi, Journal of Advertising Research, Digital First, November 2017
Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.
