Research Paper
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Kyle Findlay and Ockert Janse van Rensburg, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 169-189
This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.
Opinion
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Eaon Pritchard, March 2018
The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.
Article
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Gian M. Fulgoni, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 8-11
Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.
Article
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WARC Best Practice, March 2018
Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.
Article
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Neil Gains, Admap, March 2018, pp. 42-43
This article reveals the results of studies exploring the role of cultural differences and usage occasions in shaping the most relevant emotions and motivations for female beauty in the UK and Indonesia.
Article
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Brian Carruthers, Event Reports, Qual360 Europe, February 2018
Museums are changing their thinking around customer experience, adapting to new considerations of mood, moment, and context.
Article
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Alex Brownsell, WARC Trends, February 2018
Cookies are losing their relevancy and usefulness for targeted advertising, due to a combination of advances in technology, changes to consumer behaviour and upcoming amendments to data privacy regulation.
Case Study
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Design Business Association, Silver, 2018
The Dell, a highland holiday destination in Scotland, increased sales by letting the product speak for itself through a new emotive brand identity.
Research Paper
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Sangkil Moon, JaeHwan Kwon, Sang-Uk Jung and Young Han Bae, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 104-117
Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.
Article
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Euromonitor Strategy Briefings, January 2018
Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.
Case Study
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Institute of Communication Agencies, Silver, CASSIES, 2018
ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.
News
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12 February 2018
ATLANTA: While brands can see there are profits to be made in appealing to the fast-growing Hispanic community in the US, marketers and research firms have been slow to implement effective, research-based targeting, according to an industry figure.
Article
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Ana Raquel Martin, WARC Best Practice, February 2018
Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.
Article
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Stephen Whiteside, Event Reports, ad:tech New York, November 2017
Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.
Research Paper
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Mahek Chhaya, Ravishankar Subramanian and Preeti Mascarenhas, WARC Media Awards, Entrant, Best Use of Data, 2017
Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.
Article
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Euromonitor Profiles, January 2018
This Company Profile from Euromonitor provides key details and analysis of Avon Products.
Article
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Euromonitor Profiles, January 2018
This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.
Article
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Euromonitor Profiles, January 2018
This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.
Article
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WARC Best Practice, January 2018
This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication 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.
News
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18 December 2017
GLOBAL: Targeting may have become increasingly sophisticated thanks to digital, but marketers are still fixated on age when they ought to be concentrating on attitudes and behaviours, an industry figure argues.
Research Paper
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Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461
Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.
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.
Case Study
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Direct Marketing Association - UK, Silver, 2017
Heathrow Airport in the UK used dynamic copy across email and digital display to personalise its communications with its customers and aid in a more pleasant airport experience.
Case Study
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Direct Marketing Association - UK, Bronze, 2017
Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.
