Mark Brown, Roop Bhadury, Nitin Bansal, Ellen Bloxsome, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 633-648
This article examines the manner in which advertising creativity may be influenced by "near" primes in the form of competitor product information that is presented at the briefing stage of engagement with a client.
Luxury brands that use less abstract and more concrete forms of print advertising may see a higher willingness to pay among consumers, according to a paper in the Journal of Advertising Research (JAR).
Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020
COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Advertising professionals may be wasting valuable resources on choosing expensive music to accompany their work thanks to a bias that is not shared by consumers, according to a paper in the Journal of Advertising Research (JAR).
Following a week of livestreamed talks from Lions Live, a digital-content platform run by Cannes Lions, Stephen Whiteside, WARC’s Reports Editor, looks at the biggest takeaways from five days of inspiring thought leadership.
Advertisers hoping to connect with consumers who are still dealing with the impacts of COVID-19 need to demonstrate how they are “enabling life to continue”, according to Orlando Wood, chief innovation officer at research firm System1.
Features both current data on ad spending trends due to COVID-19 and historical data highlighting how brands that continue to spend on advertising through recessions come out more strongly when recessions end.
Brands are commonly advised to continue to advertise during a recession, but there are different considerations during a health-induced recession caused by disease; System1’s Orlando Wood offers some advice in The WARC Guide.