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Article

This event report outlines how Le Méridien, the luxury hotel chain, developed a consistent brand image by offering "snapshots" into its diverse portfolio of properties.

Research Paper

This paper shares findings from a study into the impact of visual representations on data delivery in market research.

Article

This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.

Article

This article explains how the Co-operative supermarket applied understanding about unconscious decision making to enhance the impact of its brand.

Article

This report highlights how advertisers are using Instagram, the social network for sharing photos and videos, to build brands and engage with consumers.

Article

This primer seeks to understand the value of in-image ads for marketers to reach consumers.

Research Paper

Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals.

Research Paper

This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands.

Research Paper

Prior research has revealed that advertisements utilizing a global consumer culture positioning (GCCP) strategy more often adopt soft-sell (indirect and image-based) rather than hard-sell (direct and information-based) appeals.

Research Paper

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia.

Research Paper

Environmental psychology postulates that interacting with nature has inherently positive emotional, cognitive and physiological effects.

Research Paper

This paper reports on a study that decoded the different cultural and generational meanings of colour in China, Japan, Thailand and Vietnam, in order to provide brands with a better understanding of the impact and implications of their colour choices.

Research Paper

This paper argues the case for market researchers to use images in order to help marketers understand consumers.

Article

This report from the 4As's Transformation annual conference describes the genesis and subsequent iterations of the widely-celebrated series of humorous commercials that have been the advertising hallmark of Geico, the US automotive insurer.

Article

This Point of View aims to explain why creativity is at the heart of successful advertising. Creativity helps grab attention, even when people are actively filtering ads out.

Research Paper

Graphic sexual appeals grab attention but the advertising literature suggests that these messages are far from a “magic bullet.” Using a large national panel (N = 1,506), the current research manipulated levels of nudity in fragrance ads and assessed key constructs including Sexual Self Schema, Sensation Seeking, and dimensions of the Reidenbach-Robin Multi-dimensional Ethics Scale to determine which factors best account for individual response.

Research Paper

This experiment tested the effectiveness of manipulated images of a Dove model, of varying shapes and sizes, to assess how or if exposure to an average or plus-size model would decrease women’s short-term internalisation of body image ideals.

Research Paper

What's UP? Ever thought about UP; Why you speak up in meetings when a hot topic comes UP but at other times you shut UP, make up excuses, so as not to stir UP trouble? And is your communication more like "3 researchers walk into a bar.

Research Paper

Having recognised the growing importance of charitable donation and sophisticated advertising techniques in charity advertising, this study examines message framing, vividness congruency and statistical framing in promoting charitable donations.

Research Paper

Several prescription drug brands use animated characters in direct-to-consumer (DTC) advertising. This article draws on the literature on spokescharacters to address four research questions: 1) What different types of animated spokescharacters are used in DTC advertising? 2) How are prescription drug marketers using spokescharacters in DTC advertising? 3) To what extent are these characters integrated into the websites for these brands? 4) Is there any evidence that the use of animated spokescharacters enhances advertising effectiveness? Animated characters are used in various ways, such as the symbol of a disease, a victim, or as the mechanism of action.

Research Paper

Why use rich media in brand campaigns? More than 4,000 online campaigns in Dynamic Logic’s MarketNorms database were compared to identify the brand impact of those campaigns that used rich media as compared to those that used “simple” Flash and image formats.

Article

This article discusses how to build a global brand, and argues that it is a mistake to focus on language, which does not transmit well between countries and cultures.

Research Paper

This Viewpoint piece discusses "puffery", what the Federal Trade Commission (FTC) defines as a ‘term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined’.

Research Paper

CBS Outdoor used a tachistoscope to determine how long it takes to recognize the brand/product advertised in 187 outdoor posters in the Netherlands.

Research Paper

Unlike past findings on cross-cultural advertising, culture seems to have little effect on visual forms in ads.