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Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Article

Digital out of home offers new opportunities for creativity but at the start of 2017 few brands had exploited these; by the end of the year a Burger King campaign showed what was possible.

Case Study

Du, a local telecommunications provider operating in the UAE only, increased its market share by targeting the expat Filipino community with an exclusive bundle.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

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.

Research Paper

This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

Research Paper

This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.

Article

This paper is a guide to help ad developers produce ads in an HTML5 format that meet IAB creative guidelines for desktop and mobile display ads.

Article

This article discusses the new types of partnerships that marketers need to pursue in order to thrive in the digital era.

Research Paper

The agency–client relationship is like a marriage: Without nurturing, it falls apart. Agency–client relationships, in fact, have a much shorter life span than they used to, and the authors of the current article surveyed media planners across the United States to find out why.

Case Study

This case study describes how Mobil Delvac, a motor oil brand in the US, increased its brand loyalty by focussing on customers rather than the product in its media campaign.

Case Study

This case study reveals how Direct Line, the UK insurer, used a category-beating offer and celebrity-backed creative to fight off competition from price comparison websites and increase its number of quotes.

Article

This event report outlines recommendations from the Advertising Research Foundation and comScore regarding how marketers can improve their advertising viewability levels.

Article

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

Article

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Research Paper

A positive corporate reputation held by customers is important for both financial and customer outcome variables.

Research Paper

High-impact digital advertisements, which feature large and often interactive formats, are known for driving consumer response rates higher than those of standard display.

Case Study

This case study explains how the National Art School (NAS) in Australia used social media to promote an art event, and improve perceptions of its approach to teaching and place in the community.

Case Study

This case study describes the launch of Daily Million, a daily draw game from the National Lottery in Ireland.

Research Paper

This paper develops a user experience measurement model for use with digital products, comparing it to other measures and giving examples of its implementation.

Research Paper

This paper presents research on the efficacy of the 'double box', a new TV advertising format which allows Fox Sports viewers in the US to continue watching a smaller, silent presentation of live action sports during commercial breaks.

Case Study

This case study describes how Toyota, the automaker, used a real-world live event - the towing of Space Shuttle Endeavour to its new home - to prove the strength and quality of its new Tundra truck model in the US.

Research Paper

As a central element of the socioemotional selectivity theory, individuals’ future time perspective (FTP) has recently attracted considerable attention in marketing.