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Article

This article outlines the headline findings from a study by the Association of National Advertisers (ANA) and PQ Media covering the latest spending trends in brand activation.

News

NEW YORK: Marketers and consumers think about short-term sales tactics in different ways, and closing this gap could deliver various strategic advantages for brands, a study published in the Journal of Advertising Research (JAR) has argued.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Case Study

This case study shows how Intersport, a sports retailer, successfully launched its new running collection by enticing Czech consumers to run and share their routes in order to win growing discounts in-store.

Article

This article details how brands and retailers can maximise the effectiveness and scope of mobile coupon marketing.

Case Study

This case study explains how fast food chain Burger King turned negative comments into a marketing opportunity in Thailand.

Case Study

This case study explains how J7 Tonus, a Russian drinks brand owned by PepsiCo, used a receipt promotion to increase sales.

News

LONDON: Supermarket promotions in the UK have fallen to their lowest level in 11 years as grocery retailers shifted temporary price reductions into permanent cuts among other tactics, a new report has revealed.

News

CHICAGO: McDonald's, the quick service restaurant chain, is planning to entice customers back to its stores by launching a nationwide promotion of discount soft drinks and McCafé beverages.

Case Study

This case study details how McDonald's, the fast food restaurant chain, used its sponsorship program to increase sales in Quebec, Canada.

Case Study

This case study details how Mark's, an apparel and footwear retailer, used data-driven marketing to drive sales in the Canadian market.

News

LONDON: British consumers are witnessing record pre-Christmas discounts for the sixth consecutive year, according to a new retail report that also expects the velocity of trading to increase and the spread of discounts to grow.

Case Study

This case study describes how Continental, a tyre manufacturer, increased sales of tyres and engagement in the United Kingdom through a promotional offer.

Case Study

This case study describes how Slurpee, a frozen beverage in Australia, launched a loyalty 'festival' to increase their sales beyond its limited summer period.

Case Study

This case study explains how Royal Canin, a pet food brand, used emails as part of its loyalty programme to build its brand in Russia.

Case Study

This case study describes how Burger King diffused a tense social media story about a mother and daughter wearing traditional Thai costume in a Burger King restaurant, by celebrating Thainess.

Case Study

This case study details a campaign from Nivea, the skin care brand, in Brazil to change children's perception of using sun block by creating an emotional connection, and strengthening the family's relationship with the brand.

Case Study

This case study looks at the beer company, Heineken's campaign in the UK that drove on-trade that increased drinkers' dwell time by offering web services or advertising in return for an incremental draught volume.

Article

This article looks at getting the promotional mix right for FMCG brands, while dealing with an increasingly challenging retail environment.

Case Study

This case study describes how McDonald's, the restaurant chain, ran a campaign to improve the commutes of Manila's drivers with an activation that led to a freebie.

Case Study

This case study describes how McDonald's directly tackled a local issue in order to build an emotional connection with Filipino consumers.

Article

This article explains how brand owners are finding it harder to predict how shoppers across the world will react to changes in pricing and promotional activity because sales levels and the speed of economic recovery vary so much between countries.

Article

This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.