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Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Article

Television remains the most effective form of advertising compared to Facebook and YouTube, according to new research by Dr Karen Nelson-Field.

Article

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

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.

News

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

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

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

Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.

Article

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.

News

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

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Article

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.

Research Paper

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

Case Study

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

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Research Paper

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.