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Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

HearLIFE, a hearing-loss clinic in the United Arab Emirates (UAE), used a radio ad to increase awareness and clinic visits.

Article

AT&T, the telecoms and entertainment company, is driving progress when it comes to accurate gender portrayals in advertising.

Article

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Case Study

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Radiocentre, the industry body to promote greater use of radio advertising on UK commercial radio, launched a new campaign measurement and benchmarking initiative, Radiogauge, ten years ago.

Article

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

Case Study

James Heal, the UK textile testing equipment manufacturer, redesigned its brand to focus on the quality of its products to increase turnover and profit.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Case Study

The Ontario Ministry of Transportation used the insight that people feared disability more than death to encourage safer driving in the Canadian province.

Case Study

Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.

Article

Nowadays mobile advertising doesn’t just mean banner ads, it refers to a menu of mobile ad formats from which to choose, each serving their own unique purpose and offering a variety of benefits that help to meet the goals of your business.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Research Paper

The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.