WARC (World Advertising Research Centre) is a database devoted to advertising and marketing.

WARC provides thousands of advertising effectiveness case studies detailing strategies of leading brands. It also includes best practice guides, marketing intelligence, research papers, consumer insight, advertising trend data, special reports, news, data and forecasts, trends in TV viewing, newspapers and other media, economic and demographic data, profiles of major brand owners, and more.

  • Go to LibrarySearch.

  • Log in using your CCCU username and password. If you are away from campus or connecting with your own device over Wi-Fi, you will need to include @canterbury.ac.uk after your CCCU username.

  • Select Find Databases A-Z, then click on W, and finally click on the link to World Advertising Research Center (WARC) to open it in a new tab.

Try searching WARC by following the steps outlined below. You’ll practice using some of the most common functions and be ready to search for information for your assignments.

  1. Click on the three vertical dots next to the Search box to access Advanced Search.
  2. Type chatbots into the ‘all these words’ box.
  3. Tick the ‘Select sources’ box for Articles.
  4. Under Date Range change the dates so that they cover the last 3 years and then click on the Search button.
  5. Find an interesting article from your result list and see if you can access the full text of the article.
  6. Reflect on the type of information appearing in your search. How will you use this information in your assignments? How could you make your search more specific?

There is currently no specific area on WARC that talks about accessibility.

Your Learning and Research Librarian will be able to help you make the best use of online resources. For detailed guidance, book a tutorial via the Learning Skills Hub.

How do I search it?

There are two ways of searching WARC. Firstly you can search for cases using the Case Finder. The other is to use Advanced Search to find articles.

Using the Case Finder

Open the STRATEGY menu to access the Case Finder.

To find cases, add keywords via the Add keyword box and then click on the Find Cases button.

WARC case finder
WARC Case Finder

You can filter your results using the categories provided. For example, you could filter by Location to Europe, by Campaign Objectives to Brand building, by Media & Channels to Television, by Target Audience to Men, Middle income, Adults 26-55, and by Campaign Duration to Up to 3 months. As you add them, your filter selections display in the right-hand frame and the number of matching cases refreshes to take these into account. When you have finished adding all your filters, click on the Find Cases button.

WARC case finder filter and keywords
WARC Case Finder filter and keywords

Using the Advanced Search

To go to Advanced Search, click on the three vertical dots next to the Search box.

Type your search term(s) into the appropriate box.

You can use Advanced Search to include or exclude keywords. You can also limit to Articles or to a certain date range. Then click on the Search button to proceed.

On the results screen, you can refine your results. Select Recommended articles by ticking the box for this, or use the other options available to limit your results further.

WARC advanced search
WARC advanced search

Saving the results of your search

You can either download the articles as a PDF (or sometimes as a PowerPoint presentation) or you can email them to yourself.

When you have clicked on an article, look for the download or envelope icon.