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News

The contentious issue of whether or not to pre-test ads is often based on emotional or financial arguments, but the Ehrenberg-Bass Institute has taken scientific approach to assess the merits of the practice.

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 key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

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.

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.

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

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

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.

Article

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

Takeda Pharmaceuticals USA is seeking to use digital technology to provide experiences that drive value for patients and its brands alike.

Article

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

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.

Opinion

Sam Thomson of The Body Shop discusses CX, the role of the store, and a return to brand-building,  as part of a series of interviews with CMOs for WARC’S Toolkit 2019 report.

Article

Pre-testing campaigns is a divisive topic in the advertising industry, but Ehrenberg-Bass’s marketing science indicates the practice is more useful for some strategies than others.

Opinion

Data doesn't tell you everything, warns Harrods’ Amanda Hill, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.   What are you proudest o...

Opinion

Commercial data and insights business Dun & Bradstreet has reinvented its marketing in the past year.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Opinion

The increasing importance of customer experience as a differentiator could herald a golden age of marketing, suggests Direct Line’s Mark Evans, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

News

US companies are investing in data for marketing purposes as never before, according to new research that links the trend to the central role programmatic advertising now plays in the industry.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.