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Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Opinion

Despite the rise of digital media, and therefore digital advertising, its complexity has led to a sense of paralysis and confusion for some marketers.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Case Study

Grads of Life, an initiative run by the Ad Council in the US, worked with unemployed young people to create short videos that showcased their skills, changed perceptions, and helped them into work.

Case Study

Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

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.

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.

Case Study

Larios, a gin brand, reversed its sales decline and reconnected with consumers by redesigning its bottles to showcase its Mediterranean heritage.

Article

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

Opinion

Customer experience (CX) is set to be one of this year’s dominant business trends. But what does it mean and how can you do it? WARC heard John Sills, an expert on creating compelling experiences, explain why it’s so much more than a digital trend.

News

BANGKOK: Asia’s kids are digitally-native consumer powerhouses, influencing their parent’s spending in the clothing, travel and household categories while also spending more than three hours a day online.

Article

Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

Asia's kids are digitally-native consumer powerhouses, influencing their parent's spending in the clothing, travel and household categories while also spending more than three hours a day online.

Article

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

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 explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.