Kyung-Ah Byun, Doori Song and Mikyoung Kim, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 207-226
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.
Sera Miller, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2016
This case study describes how Tennent's, Scotland's best-known lager brand launched a campaign to reinvigorate its association with T in the Park (TITP) music festival, to build brand preference amongst the 18-24 age group.
Michael Hess, Marketing Accountability Standards Board, Research on WARC, Accountable Marketing, July 2016
This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.
Design Business Association, Silver, Design Effectiveness Awards, 2016
This case study explores how design consultancy Ratio worked on both design direction and industrial design with the UK manufacturing company Trend Control Systems to launch the IQ4 project of intelligent hardware.
John Lowery, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014
This case study explains how Lidl, the supermarket chain, experimented with reducing the size of print materialsin Scotland and diverting budget into above-the-line advertising, whilst stressing the quality of its products.
Nicki Newman and Caroline J. Oates, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 579-598
Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages.
Stephen D. Rappaport, Journal of Advertising Research, Vol. 54, No. 1, 2014, pp. 110-118
Editor’s Note: As the Advertising Research Foundation (ARF) prepares to come off press with The Digital Metrics Field Guide—The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email, the Journal asked author Stephen D.
Iryna Pentina and David G. Taylor, The Journal of Interactive Advertising, Vol. 13, Issue 2 2013
Daily-deal sites such as Groupon and Living Social have seen explosive growth over the past few years, but many firms are struggling to craft effective messages that will appeal to consumers' deal-seeking motivations.
Edward Malthouse, Mark Vandenbosch, Su Jung Kim and Bobby Calder, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment.