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Article

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.

Case Study

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

Article

Looks at the history and evolution of Market Leader in response to the marketing industry.

News

SYDNEY: Australian online advertising expenditure hit A$7.9bn in 2017 with classifieds emerging as the fastest-growing format as the rate of growth slowed in the traditional engines of display and search.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Research Paper

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

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Case Study

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

News

GLOBAL: Successful brands allocate 13% of their media budgets to out of home advertising, while the channel’s share of global display adspend has remained stable over the last decade, according to a new analysis of the sector by WARC Data.

Case Study

La grande guignolée des medias (Media’s Big Food Drive), the Quebec media charity food drive, increased donations by demonstrating that poverty can hit unexpectedly at any moment.

Case Study

Cereal brand Kellogg's reached substantial brand awareness in India by creating an all year-round communication with consumers.

Article

Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

News

BERLIN: McCormick, the seasonings company, has used the consumer journey to capture new growth opportunities by identifying relevant micro-moments to target potential customers.

Article

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Article

In a world of vanishing technology, where calls can be made and delivered to any device, what does the future hold for the humble mobile network provider in a world of handset contracts?

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

Article

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.

Article

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.