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2,878 results found
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Topic Key reading on campaign metrics such as awareness, recall and recognition

Topic Key reading on creating ads based on humour, emotion, celebrity and more

Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Article

This report analyses the world's best marketing campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This event report outlines how Carnival Corporation, the cruise-line group, is delivering personalized experiences to guests using wearable tech and smart software.

Article

This event report demonstrates how Frito-Lay, the snacks group owned by PepsiCo, has deepened its understanding of mobile marketing on Facebook.

Article

This event report addresses how Microsoft, the technology giant, developed a new tool for pre-testing digital ads.

Research Paper

This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Research Paper

This paper describes a desk research project for Avon, the cosmetics company, to provide cost-effective insights into its sales representatives in Brazil.

Article

This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.

Article

This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

Article

This article shows how Honda US employed a wide range of social media strategies to reach Millennials through timely and relevant videos, finding them where they predominantly go to research car purchases.

News

NEW YORK: The Advertising Research Foundation (ARF) is aiming to expand its research efforts in a bid to tackle some of the "big, hairy, audacious" problems currently facing the industry.

Article

This event report outlines how the Advertising Research Foundation (ARF) plans to pursue its agenda, and help the research industry as a whole, going forwards.

News

NEW DELHI: Understanding how emotional response leads to consumer engagement is the key to producing more effective and engaging content, according to a senior marketer at the BBC.

Article

This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.

Research Paper

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.

Article

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

News

AUSTIN, TX: The Walt Disney Company, the entertainment group, believes technologies like artificial intelligence (AI) and machine learning can help it create stories and experiences which deliver unique forms of consumer engagement.

Article

This article details how Heineken pre-tested a TV commercial for one of its international beer brands with three different methods: a traditional quantitative pre-test and two different neuroscience-led approaches.

Article

This event report outlines how The Walt Disney Company, the entertainment group, plans to use artificial intelligence and machine learning to build brand engagement in multiple areas of its business.

Article

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Research Paper

This paper evaluates the impact on ROI of emotional attachment to television programs and the resonance between a program and the advertising aired during it.
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