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News

Broadcast TV needs to rethink its own sales approach if it is to effectively counter the challenges to its budgets posed by digital advertising, research suggests.

Case Study

Soft drink brand Pepsi regained brand love in Vietnam by reinforcing its position as a leading brand for youth.

Case Study

Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

Case Study

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Article

Global strategies, campaign updates and trends in social media.

Article

Details how direct-to-consumer (DTC) brands are challenging legacy brands in every category.

Article

This article provides marketers with information and guidance about scheduling TV ads.

Article

This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help marketers and advertisers to:.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Article

Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Article

This article provides marketers with information and guidance on generating earned media.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Article

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Case Study

Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Research Paper

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

Article

The California Consumer Privacy Act (CCPA) will transform how brands gather and employ consumer data in the state – and, potentially, beyond.