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Article

This event report outlines how Mastercard, the payments group, is building its brand at a time when obstacles for marketers are rising.

News

NEW YORK: Brands can help mitigate the impact of "commercial zapping" – where viewers skip ads during TV shows they've recorded – by using more considered approaches to scheduling and creativity, according to a paper published in the ...

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Article

This event report explores how the advertising industry is affected by, and affecting, the UK's exit from the European Union.

Article

This article criticises Lord Justice Leveson's comments in the Leveson Report, which looks into the practices of the British press, on the trustworthiness of information found on the internet.

Article

This event report offers tips for brands about how to tackle ad blocking, based on research driven by Watson, IBM's cognitive-computing platform.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Article

This article posits that marketers must take the opportunity to view consumers as an audience if they are to avoid the digital overload backlash, exemplified by widespread adblocking.

Article

This article outlines three keys to finding the best celebrity endorsement for brands.

Research Paper

This paper explores the problem of noticeable ads crossing over into annoying ads with the findings of a neuromarketing experiment, measuring the level of attention and the emotional response of subjects exposed to ads.

Article

This article argues that by fighting against ad blocking, advertisers are actually exacerbating underlying problems within their industry and ignoring a clear message from consumers.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Article

This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.

Article

This event report considers how issues around the collection and use of their personal data have affected consumers' trust in brands and companies.

Article

As consumers are actively showing resistance to excessive digital messaging, this article describes the coming disruption in the digital economy.

Research Paper

Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S.

Article

This article, taken from the Warc Toolkit 2016 report, looks at developments in digital marketing including concerns around viewability and ad fraud.

Article

This event report covers the findings of a survey on participation marketing, including challenges and what brands can do to better engage consumers in the space.

Article

This article argues that advertisers need to stop overwhelming consumers with ads, because it is making them switch off.

Article

This study discusses global trust in an advertising landscape that is constantly evolving, and how new media and old media interact.

Article

This article urges brands to think carefully about their marketing techniques, as 'hard-sell' techniques may produce short term benefits, but damage the brand over time.

Article

This article discusses the advertising tactic of provoking outrage, and argues that advertisers should not 'poke the bear'.

Research Paper

Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements.

Article

This event report looks at how business leaders are approaching issues around trust and privacy as business ethics take on a greater importance in connecting with consumers.

Research Paper

Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites.