American marketing, consumers & brands

North America

Warc News, 28 November 2014
SAN FRANCISCO: Twitter has announced its intention of collecting lists of the apps installed on people's phones in order to better target advertising, a move which has not met with universal approval. The resulting app graph, which is what the microb.

Warc News, 27 November 2014
NEW YORK: One response of publishers to the programmatic boom was to build private exchanges where they could retain more control and achieve higher prices, but anecdotal evidence suggests they haven't always succeeded in these aims. DigiDay spoke to.

Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report shows how Samsung, the electronics manufacturer, cut through the marketing noise surrounding Black Friday using market research.

Warc News, 26 November 2014
NEW YORK: Addressable TV, currently less than 1% of the total value of TV adspend, is poised for take-off but one leading industry figure has cautioned that it's not for everyone. "(In) 2014, I see a marketplace that has essentially gone from zero to.

Warc News, 26 November 2014
NEW YORK: Three quarters of Americans have made impulse purchases, sometimes pricey ones, according to a new survey, but a separate report suggests that this behaviour is increasingly a thing of the polled 1,000 adult consumers a.

Warc News, 25 November 2014
NEW YORK: Budweiser, the beer brand, plans to reverse falling sales by focusing exclusively on a younger demographic which is driving the current trend for craft beers."This is a very considered, long-term view of what will turn around the brand," sa.

Mahmoud Elkasabi, Z. Tuba Suzer-Gurtekin, James M. Lepkowski, Uiyoung Kim, Richard Curtin and Rebecca McBee, International Journal of Market Research, Vol. 56, No. 6, 2014
The increasing cost and decreasing coverage of Random Digit Dialing (RDD) landline telephone surveys motivated The Surveys of Consumer Attitudes (SCA) at the University of Michigan to conduct monthly experimental mail survey studies using address-based sampling (ABS). The primary objectives of the experimental studies were to evaluate the feasibility of transitioning the data collection operations from telephone to mail and to investigate differential survey errors between the two modes.

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.

Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how W.



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