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Awareness

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Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Research Paper

This paper explores the added value that neuroscientific methods can bring to traditional approaches of pre-testing of TV commercials, illustrated via the testing of an ad for a well-known beer brand.

Article

This article provides marketers with guidance on how to select the right metric to measure the effectiveness of marketing campaigns.

Article

This paper by United Internet Media examines multi-screen storytelling from Sky, which, the researchers contend, enables the definition of the sequence of devices or ads within a digital campaign.

Research Paper

This article discusses brand investment and valuation, emphasising the lack of hard financial value to a brand, and suggests a roadmap for monitoring marketing investment return.

Article

This event report addresses how Nissan, the automaker, enhanced its approach to digital measurement to ensure it looked beyond simplistic metrics like web leads.

Article

This event report considers some recent research around video advertising from leading social and advertising platforms.

Article

This article discusses a global campaign for the United Nations, which aimed to reach everyone on earth in a week with news of its Sustainable Development Goals.

Article

This event report shows how Nike, the sportswear brand, connected with Filipinos during the 2014 FIBA Basketball World Cup, by demonstrating its understanding of local culture.

Article

This event report outlines how Hiscox USA – a unit of the British insurance provider – boosted its core brand metrics by playing against category conventions.

Article

This event report demonstrates how Snickers, the confectionery brand owned by Mars, adapted its global brand position for Japan during the 2014 Christmas season.

Article

This case study examines how Trolli, the confectionery brand, used real-time measurement to optimise its digital 'Weirdly Awesome' campaign in the US.

Article

This event report addresses how Airbnb, the accommodation rental service, is building its brand through "fearless" marketing.

Research Paper

This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.

Article

This article demonstrates how gamification - applying elements of gaming to other activities, like marketing or work - can be used as an effective engagement and customer acquisition tool across a wide range of consumers.

Case Study

With this campaign, Mayflower broke with convention and got attention via a live event that demonstrated the toilet paper brand in an imaginative way.

Article

This report describes how Wendy's, the American quick service restaurant chain, is using social media to build mass awareness.

Article

This article discusses developments in the UK of personalised product placement in on-demand television.

Research Paper

The present study investigates whether different online sales promotion types influence Internet-user recall quality and help create brand awareness.

Article

This article describes how Channel 4, the UK TV broadcaster, devised a gamified quantitative survey in order to understand the impact of product placement.

Article

This event report describes how Barclaycard, the credit card brand, launched a new travel rewards product in the US.

Research Paper

Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g.

Article

Many of the most popular and effective ads of the past decade have been built around music; this article examines how music in advertising helps to increase awareness and sales for brands.

Article

A conference report presenting ad research discussed at IAB Interact 2012, organised by IAB Europe, the digital marketing trade body.

Article

Two case studies from Kraft show how brands can dramatically increase awareness and engagement by improving people's wellbeing at a local level.