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Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Global strategies, campaign updates and trends in programmatic advertising.

Article

Global strategies, campaign updates and trends in the TV industry.

Article

Global strategies, campaign updates and trends in the out-of-home market.

Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Research Paper

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

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

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Opinion

Sam Thomson of The Body Shop discusses CX, the role of the store, and a return to brand-building,  as part of a series of interviews with CMOs for WARC’S Toolkit 2019 report.

Opinion

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

News

A new study in the Journal of Advertising Research (JAR) offers valuable insights into the impact of search, display and programmatic ads on conversion, based on a campaign that reached approximately 120 million users.

News

US companies are investing in data for marketing purposes as never before, according to new research that links the trend to the central role programmatic advertising now plays in the industry.

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 attribution and marketing mix modelling.

Article

PepsiCo, the food and beverage giant, focused on the unique nutritional value of Quaker Oats as it sought to break through with consumers in Latin America.

Research Paper

Channel 4 and ITV, both TV channels, joined forces to deliver the most comprehensive exploration of BVOD (broadcaster video on demand) viewing behaviours of British people and its impact on advertising effectiveness.