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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

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

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

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.

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.).

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.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Research Paper

Omnicom, a global media, marketing and corporate communications company, democratised the market mix modelling approach by building models that predict ROI and advertising elasticity on demand.

Research Paper

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

Case Study

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

Case Study

Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales.

Case Study

An innovative scientific approach helped StarHub, one of the top telecommunication companies in Singapore, target the optimum media platforms and channel mix for introducing a new parental control tool for mobile users.

Article

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

Article

StarHub, one of the top telecommunications companies in Singapore, used an in-house analytical method to increase landings and cost-per-landing.

Article

Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.

Article

Discusses how, in a world of data-driven marketing, it is essential to look at the role of unconscious preference in brand bias caused by emotion.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Article

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Case Study

Nestlé, a food and drinks company, revitalised the FITNESS cereal brand to support women on the journey towards their achievements, which successfully reversed a sales decline in Europe.

Case Study

Virgin Media, a telephone, television and internet services brand, increased its brand attribution in the UK by launching a series of TVCs to show why it was superior compared to competitors.