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Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Article

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

News

BANGKOK: Advertising expenditure in Thailand plummeted by 42.6% in November as the nation mourned the death of its long-reigning monarch, according to new figures.

Article

In this Consensus Ad Forecast, which publishes figures based on a weighted average of predictions from various sources, including Carat, eMarketer, GroupM, Magna Global, Nikkei Advertising Research Institute (NARI), Pivotal Research Group and ZenithOptimedia, Warc indicates expected global adspend growth of 4.5% in 2016 and 4.2% in 2017.

Case Study

This case study shows how Tiger, the Singaporean beer brand, capitalised on the Malaysian love of street food, leveraging the 'gems' that the typical know-it-all eater misses and revealed brilliant food that they had previously been blind to.

News

NEW YORK: Advertising campaigns can become more memorable than the product or service they support if the media mix is not balanced correctly, a new study suggests.

Article

This article explains how to use press (including magazines) in customer acquisition.

Research Paper

The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.

Research Paper

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time.

Article

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

Article

In this Consensus Ad Forecast, which publishes figures based on a weighted average of predictions from various sources, including Carat, eMarketer, GroupM, Magna Global, Nikkei Advertising Research Institute (NARI), Pivotal Research Group and ZenithOptimedia.

News

GLOBAL: In 2016 mobile internet advertising will become the world's third-largest advertising medium, behind television and desktop internet and ahead of newspapers, according to new forecasts from ZenithOptimedia.

Article

This article provides guidance for planning magazine media, which are well equipped for the digital and social media era with content across multiple platforms.

Research Paper

Many previous studies on attention have ignored the eye-catching potential of 'direct context'—the entire promotional and editorial content an observer can view at the same time—in print media.

Research Paper

This paper argues that premium digital out-of-home media has a valuable 'priming' capability that makes people more receptive to other ad formats.

Article

This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.

Research Paper

International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries.

Article

This report summarises the data stored in Warc's Adpsend Database, which tracks advertising expenditure for seven media in 88 individual markets back to 1980.

Article

This article summarises the best ways to use magazines as an advertising channel, including measurement and future developments.

Case Study

This case study describes how Nestle Pak Fook, an established packaged bean curd (tofu) brand, boosted sales in Hong Kong via an online video love story.

Research Paper

This study provides a theoretically and empirically validated approach to measuring the strength of color as a brand-identity element.

Research Paper

Humorous advertising has been considered an effective technique to increase viewers' positive responses.

Research Paper

The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.

Research Paper

This paper sets out the case for using "perceived age" for segmentation, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.

Article

This article sets out how internet ad views are measured, how they could be measured in the future, and how it is challenged by changing user habits.