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Advertising during the corona crisis

Article • DVJ Insights, Research on WARC, January, 2021

The COVID-19 crisis prompted heavy use of the word 'together' in advertising, to convey empathy.

A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment

Research Paper • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 407-416

Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.

New app promises to let consumers choose their own ads

News • 07 December 2020

Everyone is familiar with those speculative ads that appear on the screen based on recent browsing history, but consumers in the UK and US could soon find it possible to receive ads based on intention rather than algorithmic guesswork.

Indian consumers trust ads in traditional media most of all

News • 07 December 2020

Nearly 80% of Indian consumers trust the ads they are served, although levels of trust vary considerably across channels, a new industry report has revealed.

Getting the emotional tone right in 2021

News • 26 November 2020

During COVID-19, advertising has frequently sought to show messages of emotional support, but these are less likely to leave people feeling positive than ads that focus on the concrete steps a brand is taking to help with the pandemic or to keep peop

What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.

Advertising having a more emotional effect on consumers – and often it’s negative

News • 28 October 2020

Advertisers have become increasingly successful at pulling on consumers’ heartstrings, but new research also reveals a rise in negative and more polarised emotional responses to ads.

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, Digital First, September 2020

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

Consumers open to influencer content but 42% are overexposed

Data • Rob Clapp, WARC Data Points, September 2020

An overview of global consumer attitudes to influencer branded content.

Ad blocking easing in Europe but stable in the US

Data • Rob Clapp, WARC Data Points, September 2020

An overview of ad blocking by year, gender, age and device in Denmark, Finland, Germany, Norway, Sweden, the UK and the United States.

Representation of Asians in advertising images still lacking

News • 25 August 2020

More needs to be done to capture and represent Asian culture in advertising images, with consumers expecting companies to do a better job of capturing people’s true lifestyles and cultures, according to a study from Getty Images and YouGov.

Balenciaga feels the heat in China

News • 12 August 2020

Luxury fashion brand Balenciaga has faced a tidal wave of criticism in China over promotional pictures of products it has created for the Qixi festival, but some observers suggest people are too ready to find fault with western brands.

What we know about advertising clutter

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Staying in the middle or avoiding extremes? A test of the effect of rating scale length in advertising research with Chinese consumers

Research Paper • Cong Li, Gunwoo Yoon, and John Petit, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 418-431

Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention.

‘Corporate allies’ can make an impact with gay and lesbian consumers

News • 09 July 2020

Brands that act as “corporate allies” to the lesbian, gay and bisexual communities by featuring same-sex couples in ads are likely to see an uplift in purchase and recommendation intent among these audiences, a study in the Journal of Advertising Res

Beyond Lemon: understanding the mainstream

News • 25 June 2020

Orlando Wood’s Lemon offers an insight into why advertising effectiveness has declined but the reasons go much deeper than the challenge of execution, new research claims: marketers and advertisers simply see the world differently from other people.

Brands need 'life-enriching' ads just now

News • 24 June 2020

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.

System1 recommends creative, life-enriching ads during a time of crisis

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Research firm System1 has taken a deep dive into advertising effectiveness during the COVID-19 pandemic in order to understand which types of commercials are effective.

Getting your advertising tone right in APAC

News • 02 June 2020

The pandemic may have weakened brand power in general but continued engagement is key to maintaining brand strength – and that requires both good content and an understanding of the changing sentiments of consumers.

GWI Coronavirus Research: Multi-market research wave 4

Article • GlobalWebIndex, Research on WARC, June 2020

Examines how consumer sentiment is being impacted as restrictions continue to ease in many parts of the world and more countries enter a recovery phase of the COVID-19 pandemic.

#BeingReal about Instagram ad models: The effects of perceived authenticity – How image modification of female body size alters advertising attitude and buying intention

Research Paper • Heather Shoenberger, Eunjin (Anna) Kim, and Erika K. Johnson, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 197-207

This research suggests that perceived authenticity plays a significant mediating role for the effects of model image modification and body size on consumers’ advertisement and product evaluations.

Does depicting gay couples in ads influence behavioral intentions? How appeal for ads with gay models can drive intentions to purchase and recommend

Research Paper • Bradley J. Bond and Justine Rapp Farrell, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 208-211

This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.

The risks and rewards of humour in COVID-19

Opinion • Chris Arning, May 2020

Humour hasn’t been the first option for most brands approaching their communications at this time, but Chris Arning suggests that humour effectively executed can yield great rewards.

Adapting to the new rules of engagement with consumers is a must to survive COVID-19

Article • Low Lai Chow, WARC Exclusive, May 2020

Kantar outlines how brands need to adapt and meet consumer expectations as the impact of COVID-19 continues to make its presence felt.

Just slip on a banana peel, the world’s at your feet

News • 24 May 2020

Despite the coronavirus crisis, people haven’t lost the ability to laugh – and advertisers might consider using some well-judged humour in their marketing campaigns in the months ahead, according to The WARC Guide.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
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.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

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.