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Article

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

Explains how loyalty programs remain an important component of the shopping experience and details what marketers need to do to implement them successfully.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

News

Here’s some of the big stories on WARC last week for you to catch up on if you haven’t already read them, including Toolkit 2019, Christmas retail, WPP, Tencent, and Burger King.

News

Brands and agencies are not totally aligned on what they see as the top challenges in the year ahead, but digital transformation will continue to feature and within this agenda both agree that customer experience and data will be paramount, ...

Research Paper

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

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

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.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Research Paper

This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.

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.

News

Ownership over the whole brand experience and the data that stems from it is a big theme in the WARC Marketer’s Toolkit 2019; at its launch in London yesterday, experts gathered to share perspectives and insight on the strategic landscape in ...

Article

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

IBM, the technology giant, is using agile marketing as it seeks to engage with consumers in impactful ways.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.

News

WARC today released its Marketer’s Toolkit 2019, an annual report outlining the priorities of, and challenges facing, brands in the year ahead and how to address them.

Article

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Article

MetLife, the insurance provider, has shifted its marketing into more emotional territory in a bid to engage consumers in more resonant ways.