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Article

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

Article

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

Article

Discusses the changing approach to brand architecture from brands in Asia.

Article

Discusses the factors to consider when creating the identity of a new brand launch.

Article

Brand architecture is the structuring of a company’s portfolio of brands – good brand architecture helps consumers and companies by aiding choice and maximising efficiency.

Article

Examines the shift from the hierarchical organisation of a classic brand architecture to a network-type structure built on the foundation of technology, data and analytics.

Article

Explores how organisations can optimise their brand architecture in a way that focuses on putting the customer first.

Article

This article argues that it is time to capture quality attention, measure and trade it fairly, and then fill it with content that is entertaining, engaging, educational and enticing.

Article

Reveals the findings of in-depth research into understanding the attention levels dedicated to video streaming devices and platforms.

Article

Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively.

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.

Research Paper

Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.

Research Paper

Looks at taking a more human approach to voice and deep-dives into the user experience of voice assistants in the home and in the car, using proprietary research from Publicis Media.

Article

Outlines a series of papers tackling the issue of capturing attention in today's multitasking world, including how ads can provoke emotional reactions to cut through the clutter.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Article

Expands on how to get the most out of working with influencers and advises on how to use the four pillars of reach, relevance, authority and accessibility to achieve success.

Research Paper

Outlines some of the key discoveries in an investigation into how appropriately captured attention and sales are affected by the creative characteristics of ads.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Research Paper

Reveals the findings of research based on cognitive psychology, which measured the effectiveness of video ads to be encoded and retrieved from memory by exposing test ads to consumers in a distracted media environment.

Article

Data for 12 key markets from WARC’s International Ad Forecast show that total print ad revenue – across newspaper and magazine publishers – has more than halved between 2009 and 2017, and is projected to dip by 6.4% to $44.5bn this year.

Article

Reveals the books that influenced Mark Holden, worldwide strategy and planning director at PHD.

Article

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

Article

Advises on three ways that marketers can use Amazon to reshape, refine and re-energise their social marketing strategies to maximise the impact on brand and sales.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.