Charles Young and Adam Page, Journal of Advertising Research, Vol. 54, No. 4, 2014
The current research used McDonald's data to explore the relationship between advertising quality and sales growth. Based on a 6.5-year dataset involving more than 180,000 consumer interviews, the researchers found that nearly half of McDonald's sales growth could be explained by variables related to advertising quality.
MRS Awards, Winner, December 2014
This article explains how Virgin Atlantic, the airline, uses a customer engagement programme to understand how people experience its service and make improvements.
Leslie Wood, Dave Poltrack and Jeff Doud, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014
The case study describes how Kellogg's and four other brands studied how advertisers can understand the long-term effect of advertising to create long-term sales and brand equity.
Les Binet and Sarah Carter, Admap, December 2014
This article discusses the common problem of defining competitors too tightly, losing sight of the broader market and adopting closely targeted advertising that eventually leads to loss of market share.
Rong Huang, Emine Sarigöllü, International Journal of Market Research, Vol. 56, No. 6, 2014
Although several brand equity measures have been proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap.
Toby Harrison, Les Binet and Sarah Carter, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2014
This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.
Mike Colling and Helen Weavers, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014
This case study explains how The Salvation Army, the international Christian charity, grew the number of donors and total donations in the UK during five years of recession.
Matthew Philip, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014
This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK.
David Edwards, Warc Prize for Social Strategy, Gold and Special Award for Channel Strategy, 2014
This case study describes how Mercedes-Benz monetised social engagement when real and virtual worlds converged in 'YouDrive'; the world's first interactive driving experience conducted through a television commercial in the UK.