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Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

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This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.

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This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

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This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

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This article provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

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This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

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This article provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

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This article explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

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This article provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

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This article provides guidance on using packaging to create standout for brands and drive purchase consideration.

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This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

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This article provides marketers with information and guidance about combining TV and digital media strategies.

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This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

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This article provides marketers with information about how to balance long-term and short-term strategies.

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This article provides marketers with information and guidance on generating earned media.

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This article provides marketers with information and guidance about luxury brand advertising.

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This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

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This article explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

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This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.

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This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.

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This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

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This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

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This article provides marketers with information and guidance about using native advertising.

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This article provides marketers with information and guidance about attribution and marketing mix modelling.

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This article provides marketers with information and guidance about determining the optimal TV ad length.