Claudia A. Rademaker, Marla Royne Stafford, and Mikael Andéhn, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 290-304
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 271-289
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
The Covid-19 global health crisis has resulted in a reset for many brands. Pre-pandemic, most businesses’ marketing started from the perspective of ‘what is the opportunity?’ But in a world changed and cowed by coronavirus, many companies have shifted so their marketing starts from the point of view – ‘how can we help?’ People are looking for something more from brands, a more genuine relationship that recognises the wider impact of our changed situation.
The Campbell Soup Co., the food manufacturer, is mixing a series of “non-negotiable” principles that apply throughout its operations with brand-specific strategies as it develops purpose-driven efforts.
With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
The fifth research wave provides an updated view on many of the themes covered previously, as well as examining new topics such as worries over a second wave, and reactions to initiatives such as track-and-trace.
Report from the strategy consultancy Cordão, in Brazil, that looks at lessons from the pandemic for marketers, with perspectives both from the Brazilian viewpoint and insights from other global brand experts.
The extended lockdown period has restricted physically visiting the workplace for many, socialization, travel and general recreation, which will change how we move, work, learn, live, play, travel and govern.
Marketers should turn their investment decisions towards the present moment and respond to major concerns around racial injustice and COVID-19, according to Bozoma Saint John, the new CMO of streaming giant Netflix.
Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.