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PR, WOM & earned media

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Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Case Study

Inspiring The Future, a career guidance charity, introduced the 'Redraw the Balance' campaign, in the UK, to help shape a solution to gender stereotyping in young children.

Case Study

This case study explains how Dove, a skincare brand, spoke about the media's judgement of female athletes based on their appearance through its 'Dear Media' campaign in the US.

Case Study

This case study describes how Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Case Study

This case study explains how HP Lubricants, an Indian motor lubricants brand, built its brand reputation by improving road safety with innovative road technology.

News

NEW YORK: Marriott International, the hotels group, believes that buzz marketing can help it achieve upper-funnel engagement with millennials in unique ways.

Article

This event report examines how Marriott International uses experiential marketing to educate consumers and promote its customer rewards programs.

Article

This article examines what companies need to understand about the complex connection between automation and the human element in the customer-brand relationship if they are to shape better business strategies.

News

NEW YORK: Word of mouth (WOM) on Twitter exerts a powerful influence on the films that users choose to see in movie theaters, according to research published in the Journal of Advertising Research (JAR).

News

GLOBAL: Sephora, the LMVH-owned beauty retail brand, has launched a new platform, the Beauty Insider Community, which sits within its ecommerce site to encourage fans to talk about new product releases, trends, and deals.

Case Study

This case study by Polaris, a US nonprofit, non-governmental organization to combat human trafficking, focuses on a device used by doctors during routine ear exams to rescue victims.

News

CANNES: Burger King, the quick-service restaurant chain, believes there are major advantages to successfully creating memes with its marketing campaigns.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

News

NEW YORK: Word-of-mouth marketing on social media remains limited by the wider failings of the digital ecosystem, a paper in the Journal of Advertising Research (JAR) has argued.

Opinion

In the wake of negative press coverage, financial services brands are particularly vulnerable to the consumer's experience turning from a positive one into a negative one.

News

NEW YORK: Creating “captivating and compelling” experiences is a more potent way for brands to achieve viral effects for online games than offering incentives for sharing, according to a study published in the Journal of Advertising ...

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

News

NEW YORK: Movie trailers which successfully generate word of mouth (WOM) can play a central role in helping films become a box office success, according to new research published in the Journal of Advertising Research (JAR).

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

News

NEW YORK: Brands typically generate very different levels of word of mouth (WOM) in the digital and physical worlds, according to research published in the latest edition of the Journal of Advertising Research (JAR).