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Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Article

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

Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Article

Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

Article

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Article

Many brands default to dull, hyper-corporate video content but bringing it to life can be easy if marketers follow some easy tips.

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.

News

The largest gambling companies in the UK have voluntarily agreed to end all TV ads served during live sports broadcasts, in a move that is most likely to affect football.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

This article provides marketers with information and guidance on generating earned media.

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.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Case Study

Buscapé, a comparison shopping service, increased awareness and sales in Brazil by launching an influencer campaign to celebrate Consumer's Day.

Research Paper

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Research Paper

Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.