Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2017
This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.
Research Paper
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Arpita Agnihotri and Saurabh Bhattacharya, Journal of Advertising Research, Digital First, October 2016
Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.
Research Paper
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Huw O'Connor, Mark Kilgour, Scott Koslow and Sheila Sasser, Journal of Advertising Research, Digital First, March 2017
There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.
Case Study
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Mayar Talaia, Ahmed El Ruby, Dina Abdel Azzim et al., WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how Mondelez used a cinema-based experiential campaign to drive sales of its Cadbury Dairy Milk Oreo variant in Egypt.
Case Study
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Yara Mansour, Nada Sameh, Mohamed Sabaa et al., WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how Mondelez used an Instagram-focused campaign to launch its Cadbury Dairy Milk Oreo variant to the youth market in Egypt.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.
Research Paper
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Defeng Yang, Lu Jin and Shibin Sheng, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 517-536
This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.
Research Paper
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Patricia Osidacz Williamson, Simone Mueller-Loose, Larry Lockshin and Leigh Francis, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 471-494
The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.
Article
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Matthew Carlton, Event Reports, MRS Future of B2B Research, June 2017
This event report looks at how SMEs can benefit from commissioning external research.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.
Article
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WARC Best Practice, July 2017
This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.
Article
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WARC Best Practice, July 2017
This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.
Research Paper
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Glen Parker and Liz Haas, Admap, July/August 2017
This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.
Article
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Will McInnes, WARC Best Practice, July 2017
This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.
Article
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WARC Best Practice, July 2017
This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
Article
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WARC Best Practice, July 2017
This article summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols); they are both techniques used by qualitative researchers to deliver cultural insight.
Research Paper
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Kyung-Ah Byun, Doori Song and Mikyoung Kim, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 207-226
Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.
Research Paper
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Brad Fay and Rick Larkin, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 132-143
The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.
Research Paper
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Chris Archer-Brown, Julia Kampani, Ben Marder and Anjali S. Bal, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 159-172
Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.
Research Paper
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Yeujun Yoon, Charin Polpanumas and Young Joon Park, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 144-158
This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.
