Article
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WARC Best Practice, December 2019
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Article
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WARC Best Practice, November 2019
This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.
Article
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Heather Andrew, WARC Best Practice, December 2018
This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help marketers and advertisers to:.
Article
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Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020
Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.
Opinion
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Orlando Wood, June 2020
Orlando Wood, Chief Innovation Officer of System1, describes the change in creative style that’s occurred over the last 15 years and how it has undermined effectiveness.
News
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08 June 2020
The notion of using attention to assess ad impact and ad delivery is gaining ground and advertiser money is beginning to flow – so it’s vital that all parties are agreed on definitions and measurement, says Professor Karen Nelson-Field in The WARC ...
Opinion
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Professor Karen Nelson-Field, June 2020
Human attention, as a measure of effectiveness, is fast becoming a unit of trade. Media effectiveness research continues to find imbalance that disadvantages advertisers.
Article
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Sorin Patilinet, WARC Exclusive, June 2020
In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.
Article
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WARC Best Practice, June 2020
A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
Article
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Professor Karen Nelson-Field, WARC Exclusive, June 2020
At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.
Article
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John Dawes, Lara Stocchi, Francesca Dall’Olmo-Riley, International Journal of Market Research, Vol. 63, No. 3, 2020, pp. 262-271
Customer satisfaction is a commonly used business performance metric. Despite the widespread use of satisfaction surveys, little is known about how stable individual’s satisfaction scores are.
News
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20 May 2020
Radio ads heard in the car on the way to the supermarket have a significant effect on purchasing intentions, according to new research on FMCG advertising.
Opinion
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Shazia Ginai, May 2020
During a time of social distancing, people crave human connection more than ever. Shazia Ginai offers some tips on how to achieve that.
Opinion
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WARC from Home, May 2020
WARC from Home is a new series to help subscribers brush up on the essentials of marketing during the COVID-19 lockdown.
Article
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Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020
With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
News
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29 April 2020
A study by the research firm Lumen indicates that ads adapted to the coronavirus situation draw people’s attention more than the pre-crisis norm.
Case Study
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Mohit Lodha, Kevin Pinto, WARC Awards, Shortlisted, Effective Innovation, 2020
RAKBANK, a leading UAE bank, raised awareness of its sponsorship of FC Barcelona and related credit card product by emotionally connecting with football fans through AI.
News
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06 April 2020
Advertisers who are avoiding environments where news related to the COVID-19 outbreak appears should actually be doing the exact opposite, according to newly released eye-tracking research.
Case Study
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Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020
Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.
News
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19 March 2020
Traditional assumptions about how and why users and non-users of a brand consume that brand’s advertising have been challenged by a new eye-tracking study comparing attention levels and recall among different consumer groups.
News
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05 March 2020
The behaviour of the consumer in the real world rarely corresponds with marketers’ predictions, thanks in part to the way the human brain filters the huge amount of information thrown at it daily.
Article
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Itiel E. Dror and Nir Wegrzyn, WARC Exclusive, March 2020
An exploration into the role of brand in driving purchase decisions from a cognitive-neuroscience perspective.
News
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04 March 2020
Digital Out of Home campaigns that focus on delivering contextually relevant content significantly increase ad recall and sales response, claims a new three-part study.
News
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04 March 2020
Eurosport, the broadcaster, is using biometric measurement to better understand viewer engagement and to build a benchmark database with different sports.
Research Paper
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Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 54-70
There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.
