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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.

News

Customer experience was a significant focus of marketers’ attention in 2018, and, according to WARC’s Marketer’s Toolkit 2019, will continue to occupy their thinking for the year ahead.

Article

Mondelez International, the consumer packaged goods company, has fostered engagement with the LGBT community in various ways.

Article

Summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

Research Paper

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

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

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 offers introspection on measuring and assessing the impact and effectiveness of advertising research.

Article

Pre-testing campaigns is a divisive topic in the advertising industry, but Ehrenberg-Bass’s marketing science indicates the practice is more useful for some strategies than others.

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.

Opinion

The heretical Faris Yakob revisits the perennial argument about the nature of advertising.

Article

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

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Article

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

Article

Unilever, the consumer packaged goods giant, is taking a nuanced approach to influencer marketing in reflection of this strategy’s current strengths and weaknesses.

Article

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Opinion

This year's Asia Prize winners showed refreshing new ways to approach influencer marketing, writes Ida Siow.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Research Paper

Time-shifted television can time-shift advertising. This study explores the frequency and timing of digital video recorder (DVR) advertising views in a sample of 2015–2016 drama, reality, and sports programs.

Opinion

Kantar Millward Brown research into the last three years of TV Christmas ads in the UK explores what successful spots do, and what distinguishes an effective strategy at this time of year from ads at any other time.

Research Paper

Insight innovation hub, TFTK, implemented its innovation diffusion model to help businesses spot long-lasting cultural trends and innovation opportunities in the UK.

News

Emotional print ads are typically more persuasive than informational appeals, except when the goal is to highlight a brand’s unique selling proposition, according to a study published in the Journal of Advertising Research (JAR).

Case Study

Samsung, the mobile and smartphone manufacturer, grew sales and improved public opinion by running an advertising campaign in Indonesia focusing on the emergence of high-definition video in its products.

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.

Case Study

Nanhi Kali, an organisation working for girl children education in India, used a storybook-based campaign to raise awareness and increase donations.