Article
•
Alex Brownsell, WARC Trends, April 2018
Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.
Article
•
WARC 100, April 2018
This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
Article
•
Oliver Feldwick, WARC Best Practice, April 2018
Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
Article
•
Brooke Hemphill, Event Reports, Future TV Advertising Forum, February 2018
Television remains the most effective form of advertising compared to Facebook and YouTube, according to new research by Dr Karen Nelson-Field.
Article
•
ARF - Knowledge at Hand, 2018
Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.
Article
•
WARC Exclusive, April 2018
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
•
David Yeend, Kristen Bowman, Saya Heathco, Megha Parikh, WARC Awards, Shortlisted, Effective Innovation, 2018
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.
News
•
04 April 2018
DETROIT: US auto giant General Motors has announced that it will cease reporting monthly auto sales, arguing that such a short period does not provide an adequate impression of the broader auto industry or the company’s place within it.
Article
•
WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the banking category.
Article
•
Euromonitor Profiles, March 2018
This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.
Article
•
Micael Dahlen, Sara Rosengren and John Karsberg, Journal of Advertising Research, Digital First, March 2018
Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.
Article
•
Neil Hopkins, WARC Best Practice, March 2018
Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.
Article
•
Fran Cassidy and Janet Hull, Market Leader, Quarter 2, 2018, pp. 51-53
Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.
Article
•
Gian M. Fulgoni, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 8-11
Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.
Article
•
Scott C. McDonald, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 75-76
Attitudes toward privacy and advertisement avoidance have not shown any significant differences across generations in extant advertising research.
Article
•
Belia E. Jimenez, WARC Best Practice, March 2018
To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.
Article
•
Mark Barber, Admap, March 2018, pp. 30-32
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
•
WARC Best Practice, March 2018
This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.
Article
•
Deep Singh, Admap, April 2018, pp. 44-45
It has become increasingly clear that the competitive advantage for a brand in the future will revolve around identifying real-time audience behaviours and transforming them into powerful insights.
Article
•
Rob Curran, Admap, April 2018, pp. 29-31
The price war has forced airlines to re-evaluate and re-imagine the customer experience – before, during and after the flight – to differentiate themselves from the competition.
News
•
28 February 2018
LONDON: The City of London and the financial markets are facing some of the same pressures from technological innovation as advertising, with both pushed towards prioritising short-term metrics, but the need for long-term brand growth is ...
Article
•
Sam Peña-Taylor, Event Reports, Newsworks’ Shift, February 2018
The nebulous entities of the City and Wall Street are often to blame for the short-termism that has afflicted marketing budgets in recent years, but analysts' outlook is changing.
Case Study
•
Design Business Association, Grand Prix, 2018
Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.
Research Paper
•
Fred Bonner and Robert de Hoog, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 88-103
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.
Research Paper
•
Sangkil Moon, JaeHwan Kwon, Sang-Uk Jung and Young Han Bae, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 104-117
Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.
