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Paper
1.
Search: the revolution in online advertising
Roderick White, Warc Hot topics, April 2005
WARC Hot Topics are the essential guide to debates in and around marketing. This paper discusses the rapid rise of search advertising on the internet. It covers the key issues related to search, inclu ...

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2.
In-store TV: medium of the future?
Roderick White, Warc Hot topics, July 2004
WARC Hot Topics are the essential guide to debates in and around marketing. Following the annoucement by UK high-street chain Tesco of the introduction of in-store TV to 300 of its stores by the end o ...

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Paper
3.
Alcohol - advertising in the last chance saloon?
Roderick White, Warc Hot topics, March 2004
The marketing of alcohol, both dangerous drug and source of tax revenue, continues to attract critics such as the World Health Organisation. The industry claims that their aim is to influence brand c ...

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4.
PVRs - the end of TV advertising as we know it?
Roderick White, Warc Hot topics, February 2004
WARC Hot Topics are the essential guide to debates in and around marketing. This paper provides an overview of Personal Video Recorders (PVRs), including the growth of the technology and its likely ef ...

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5.
Buzz Marketing - driving brands by word-of-mouth
Roderick White, Warc Hot topics, December 2003
The idea of ‘buzz’ in marketing is hardly new, although it hasn’t always been called that. But in the last few years years, a buzz ‘industry’ has grown up, arising partly out of the mid-1990s’ practic ...

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6.
Corporate Social Responsibility - how far should a company go?
Roderick White, Warc Hot topics, November 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper provides an overview of CSR, its proponents and critics, and the challenges of measuring CSR initiatives' and the ...

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Paper
7.
Media ownership
Roderick White, Warc Hot topics, September 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key debates surrounding the issue of media ownership, with onward links to related papers on WARC an ...

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8.
Loyalty and loyalty cards
Roderick White, Warc Hot topics, July 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding customer loyalty schemes (typcially via cards), with onward links to related ...

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9.
The Brain
Roderick White, Warc Hot topics, July 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores how our understanding of the human brain impacts on the way that advertising works, with onward links to ...

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Paper
10.
Direct-to-consumer advertising for prescription pharmaceuticals: a good idea?
Roderick White, Warc Hot topics, June 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding DTC pharma ads, with onward links to related papers on WARC and the Web.

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Paper
11.
Low Involvement Processing: time to rethink ad research?
Roderick White, Warc Hot topics, June 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding LIP, with onward links to related papers on WARC and the Web.

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12.
Should Marketing Be Allowed in Schools?
Roderick White, Warc Hot topics, June 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding marketing in schools , with onward links to related papers on WARC and the We ...

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13.
Media Neutrality: easier said than done?
Roderick White, Warc Hot topics, June 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding media neutrality, with onward links to related papers on WARC and the Web.

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Paper
14.
Poor Diet: are ads to blame?
Roderick White, Warc Hot topics, June 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding obesity, with onward links to related papers on WARC and the Web.

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15.
Business, Brands and Sustainability
Roderick White, Warc Hot topics, June 2003
WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding sustainability, with onward links to related papers on WARC and the Web.

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