Article
•
WARC Best Practice, March 2019
Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.
Article
•
Ruth Saunders, WARC Best Practice, November 2017
As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
Article
•
Paul Dyson, WARC Exclusive, August 2019
Data2Decisions conducted an analysis of 78 small brands and over 300 campaigns to understand the value of TV and other channels for small advertisers – defined as businesses whose brand size is less than 1% of the market leaders.
News
•
18 July 2019
More people are involved in the digital media investment decision-making process than ever, according to a report by marketing consultancy R3.
Research Paper
•
Research on WARC, July 2019
Looks at the Australia digital media landscape and the role of external influencers in decision-making.
Article
•
David Tiltman, WARC Webinars, July 2019
David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.
Data
•
Amy Rodgers, WARC Data, June 2019
This article summarises the results of the Global Marketing Index (GMI) for June 2019, when the GMI index fell to its lowest ever level.
Article
•
WARC Exclusive, June 2019
Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
Data
•
Amy Rodgers, WARC Data, May 2019
This article summarises the results of the Global Marketing Index (GMI) for May 2019, when the GMI index in the Americas returned to growth for the first time in 2019.
Research Paper
•
Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Digital First, May 2019
This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
Data
•
Amy Rodgers, WARC Data, April 2019
This article summarises the results of the Global Marketing Index (GMI) for April 2019, when the index for marketing budgets fell into decline after 17 consecutive months of growth.
Article
•
Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019
A major shift is required in how agencies, and the brands they serve, approach various aspects of the marketing process.
Article
•
WARC Best Practice, May 2019
Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.
Article
•
Josef Hrebik and Brent Chaters, WARC Webinars, April 2019
Provides results from a first-of-its-kind study conducted by Accenture and thinktv, which measures the effectiveness of media channel spending on driving sales in the Canadian market.
Data
•
WARC Data, March 2019
This article summarises the results of the Global Marketing Index (GMI) for March 2019, when the headline GMI growth fell to its lowest level ever.
Article
•
Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Digital First, March 2019
The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.
News
•
21 March 2019
For the first time, the strength of the Google-Facebook duopoly is reducing the pool of ad money available to other online media owners, according to a new WARC report.
Research Paper
•
Nazrul I. Shaikh, Mahima Hada, and Niva Shrestha, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 14-26
Companies have been increasing their investments in digital-video advertising at the expense of television advertising.
Data
•
Amy Rodgers, WARC Data, February 2019
This article summarises the results of the Global Marketing Index (GMI) for February 2019, when marketing budgets and trading conditions in the Americas declined sharply.
News
•
04 March 2019
Total advertising expenditure in Japan increased 2.2% year-on-year to 6.53 trillion yen (circa $58.9bn) in 2018, the seventh consecutive year of growth, according to the latest figures from Dentsu.
Article
•
WARC Evidence, February 2019
Looks at the long and short term consequences of a brand going dark and whether its best to cut budgets or keep advertising in a recession.
Article
•
WARC Trends, January 2019
Part of WARC's Marketer’s Toolkit 2019, this report looks at key trends for media owners in 2019.
Data
•
Amy Rodgers, WARC Data, December 2018
This article summarises the results of the Global Marketing Index (GMI) for December 2018, when marketing budgets in the Americas reached a 17-month low.
Article
•
WARC Best Practice, December 2018
This article provides marketers with information and guidance about avoiding advertising wearout and decay.
Research Paper
•
Lei Liu, Jin Zhang and Hean Tat Keh, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 464-475
Surprisingly little empirical research has examined the effects of event marketing at the company level.
