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News

MEXICO CITY:  AB InBev, the global brewing company, will attempt to speak to Mexican workers planning to cross the border to the US for a life of poorly paid work by offering the opportunity to become small business owners selling the ...

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

News

MEXICO CITY: Grupo Televisa, Mexico's leading broadcaster, has announced it will review how it sells advertising after it saw ad sales slump for the second quarter in a row.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

Research Paper

This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Research Paper

This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.

Research Paper

This paper describes research for the Comedy Central cable channel into the role of Mexican humor in TV and, in particular, what makes young Mexicans laugh.

News

SEATTLE/MEXICO CITY: Amazon began operations in Mexico two years ago, but now online consumers in parts of the country can access free shipping as well as streamed video after the e-commerce giant announced the launch of Amazon Prime.

Case Study

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Case Study

This case study explains how Paleta Payaso, a Mexican confectionery brand, quickly reacted to a negative social media story.

Case Study

This case study sets out how Chevrolet used a partnership with Manchester United, the football club, to create an online game which led to an increase in sales.

Research Paper

This paper discusses why enjoyment is key to engagement and asks how research can be made more enjoyable for participants without compromising on quality of output.

Research Paper

This paper studies research methods that combine behavioural data and survey data collection, in order to provide a better understanding of product markets.

Article

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

Case Study

This case study demonstrates how Nissan, a Japanese multinational automobile manufacturer, launched a campaign with Twitter to announce the new version of an existing car and increase sales in Mexico.

Research Paper

Although academics and practitioners have embraced customer engagement as a major objective of marketing, the conceptualization and measurement of engagement is challenging.

Case Study

This case study describes how research and collaboration led to a successful global communication campaign for Galderma, an international dermatology company.

Article

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

Case Study

This case study describes how Coffee Mate, a coffee creamer brand, faced stiff market competition from liquid milk, but by using a coffee truck to put its product into the hands of its target market in Mexico it was able to increase its household penetration and rate of purchase beyond expectation.

Article

This brief article rounds up some statistics regarding household products adspend.

Research Paper

This paper describes a research project for Diageo, the drinks company, which sought to gain a better understanding of women in order to engage them with its brands.

Case Study

This case study explains how Coca-Cola adapted the global 'Share a Coke' campaign to the Mexican market, with a focus on mobile and search ads to reach millennials.

News

MEXICO CITY: Beer brands feature strongly in the upper reaches of a ranking of the most valuable brands in Latin America with Skol topping the list.