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How to avoid the growing ad irritation

Article • Christian Nordby Bø, WARC Best Practice, January 2022

Research by Mindshare shows Norwegian consumers are increasingly irritated by advertising and its Irritation Formula can help advertisers identify common pain points and drive better outcomes.

When consumers tune out advertising messages: Development and validation of a scale to measure advertising disengagement

Research Paper • Sanjeev Tripathi, Varsha Jain, Jatin Pandey, Altaf Merchant, and Anupama Ambika, Journal of Advertising Research, Digital First, December 2021

Consumers can get disengaged from advertisements, but there is scarce research that examines advertising disengagement.

Trust in media: The new publishing battleground

Research Paper • Duncan Southgate; Gonca Bubani, ESOMAR Conference papers, 2021

Kantar, a data analytics and brand consultancy company, conducted research into the factors influencing consumer trust in brands.

How to use a spokesperson’s smile effectively: Smile intensity, consumer self-construal, and brand relationship determine ad effectiveness

Research Paper • Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, and Hui-Wen Chang, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 436-455

Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight.

As sustainability goes mainstream, consumers smell greenwashing

Article • Sam Peña-Taylor, Event Reports, Ad Net Zero Global Summit, November 2021

People are rightly sceptical of claims to sustainability when a topic is popular.

Diversity & inclusion in Indian advertising: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, November 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

IRI topic: Understand me, don’t define me - Why the future of data holds the key to successful Gen Z brand marketing

Article • Jennifer Pelino and Lynne Gillis, WARC Exclusive, November 2021

In this article the authors question what the future of data might look like when the young people responsible for shaping it don’t want to be defined.

Is advertising becoming the miscommunication industry?

Opinion • Warwick Cairns, November 2021

As John Lewis pulls its controversial home insurance ad, research shows that people in the creative industries increasingly think more like each other and less like the consumers we serve. This means that miscommunication is a growing risk, says Warwick Cairns.

The anatomy of trust in advertising

Article • Sam Peña-Taylor, WARC Exclusive, October 2021

Explores research into the drivers of trust (and distrust) in advertising while recommending measures to respond.

44% of adults say they are not fully represented in advertising

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of consumer opinion on diversity and representation in advertising.

Measuring attitude toward the ad: A test of using arbitrary scales and “p < .05” criterion

Research Paper • Cong Li and Khudejah Ali, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 620-634

Attitude toward the ad is an important construct frequently measured in advertising and marketing research.

Attribution and attributional processes of organizations’ environmental messages

Research Paper • Sumin Shin and Eyun-Jung Ki, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 576-596

This experimental study, guided by attribution theory, investigated the impact of the substantiation and specificity of organizations' environmental messages on perceived communication motivation and how this perception prompts audiences' affective and cognitive responses.

Media management and matchmaking

Opinion • Duncan Southgate, September 2021

As digital ad spend rises and options expand, advertisers and agencies need to bring analytical rigour to matching their media strategies with their brand’s personalities.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 303-317

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

Evaluating the advertising effectiveness of noncelebrity endorsers: Advantages of customer vs. employee endorsers and mediating factors of their impact

Research Paper • Jan-Frederik Gräve, Oliver Schnittka, and Carolin Haiduk, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 318-333

Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage.

An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 276-288

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

Moving brands and business to the right side of history: What agencies can do

Article • Andy Wilson, WARC Exclusive, August 2021

BBDO Asia’s Andy Wilson says that no matter where clients stand on the purpose debate, it is a debate that can no longer be ignored.

How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Research Paper • Dong Hoo Kim, Yoon Hi Sung, So Young Lee, Chan Yun Yoo, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 494-513

This research explored how self-brand connections (SBCs) influence consumers' ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued.

The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.

Championing modern Britain: A guide to delivering positive representations of ethnicity in marketing communications

Article • WARC Best Practice, July 2021

Discusses Lloyds Banking's tangible learnings and practical actions that it can take to make its communications more inclusive and positive in its representation of ethnic minorities.

Delivering contextually relevant ads in a post-lockdown, privacy-first landscape

Opinion • Nick Welch, July 2021

Step four of lockdown easing is here and consumers wanting to take advantage of the additional freedoms will have no time for irrelevant ads. It's the right moment to consider contextual advertising, says Nick Welch of IAS.

Consumers’ response to format in native advertising vs. editorial: The interaction between format similarity and format novelty

Research Paper • Yoori Hwang and Se-Hoon Jeong , Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 212-224

The key characteristic of native advertising is that it simulates the format of the editorial content.

Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?

Research Paper • Linwan Wu and Taylor Jing Wen, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 133-146

In recent years, artificial intelligence (AI) technology has been used to create advertising messages.

TV adverts, materialism, and children’s self-esteem: The role of socio-economic status

Research Paper • Agnes Nairn and Suzanna J. Opree, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 161-176

Levels of debt and poor mental health are at an all-time high among UK families, while the gap between rich and poor has also widened.

Too many ads is the most damaging factor for brands

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), May 2021

An overview of the factors that UK and US audiences think will negatively impact their view of a brand.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

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.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.