- A new international body launches this week that has brought together what is claimed to be the largest and most accessible collection of research information available on advertising.
The World Advertising Research Center is a massive database of information designed to help in the planning of advertising campaigns.
Available via the Internet the subscription based service is being launched by NTC Publications, the organisation behind The Marketing Handbook.
WARC brings together information from the IPA Effectiveness Awards and Account Planning Effectiveness Awards; features from Ad Map and the International Journal of Advertising; as well as the Advertising Effectiveness Awards from Canada and case histories from the American Association of Advertising Agencies.
According to Winston Fletcher chairman of WARC, "It was clear that it would be useful to be able to provide the most comprehensive advertising database on the internet and we are pleased this has been a British development. We like to think we lead the world in many aspects of advertising and this is another first. We think agencies, clients, media owners, business schools and economic and management consultancies will all want to refer to it."
Fletcher is confident that although the WARC comprises mostly UK and North American data all the reliable sources of information have been covered.
"The truth is once you have the UK and North America you have most of the reliable data that is available. There is not that much research data available that is new and original. In Europe we are talking to Holland, but there isn't that much more to be had," he says.
The cost of subscriptions per year is planned to be £785, but partly because WARC is still adding data the first year will be available at a cost of £475 and £575 for the second year.
For their money subscribers get unlimited search access to about 5,000 articles and reports. In addition they may download 100 complete reports. After the first hundred downloading reports will be charged at five pounds a time.