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News

NEW YORK: There are sound reasons for co-promotion, the practice of promoting two or more products with one message, but marketers still do not fully understand how media planning and buying shape the results, a paper in the Journal of Advertising ...

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

News

SYDNEY: Adding print magazines to the media mix delivers a greater uplift in brand metrics than the average of any other two media channel combinations, new research has claimed.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Opinion

WARC’s Lucy Aitken spoke to Charlie Chappell, Hershey’s Senior Director for Integrated media, and chair of judges for the WARC Media Awards Channel Integration category, about emerging platforms, data, and what makes a great integrated campaign.

Opinion

Paul Dalton, Chief Media Officer, International, DigitasLBi and judge for the Effective Use of Tech category at this year's WARC Media Awards, talks to Lucy Aitken.

News

LONDON: As magazine media become increasingly defined by content rather than platform, media planners need to rethink their role in the media mix, an industry figure argues.

Article

This article, based on local surveys by Ipsos, the market research and consultancy firm, covers how much Singaporeans are exposed to different types of media and the implications for branded content placement.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Case Study

This case study shows how Antarctica, a beer brand, cut through the advertising noise at the Rio de Janeiro Carnival celebrations by reintroducing its Brazilian consumers to tech-free fun.

Article

This event report highlights the potential impact of patient power in response to pharma advertising, particularly on TV.

Article

This article posits that social media should be used to spur engagement and interaction with the 'conversation-starting' TV campaign, providing four steps to doing so.

Article

This article shows how marketers can satisfy short-term demands without damaging the brand's long-term health, by using better performance metrics and each of these having a separate role.

Article

This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

Article

This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

News

LONDON: The Admap Prize 2017 has been won by Thomas Henry, Senior Strategist at Mother New York, for an essay that accepts social media is very helpful in improving effectiveness for FMCG brands, but is subordinate to TV when it comes to achieving ...

Article

This article provides the best habits of ANA Multicultural Excellence Award nominees and winners to gain an insight on how to apply multicultural marketing successfully.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

News

LONDON: Consumers use a mix of media, so brands must follow suit. However, an effective multichannel strategy needs to maintain clarity around the task and target audience in relation to brand growth, and be media neutral in opportunity evaluation, ...