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Article

This article discusses the difference between rational and impulsive decision making, arguing that most decision making is impulsive.

Research Paper

There is wide belief that the U.S. advertising industry uses subliminal advertising.

Research Paper

Although subliminal advertising has long been discredited by academics and the advertising industry, many people still believe that it is used and is effective.

Article

In this 1981 testimony to the Bureau of Alcohol, Tobacco and Firearms in the U.S., Charles Adams discusses subliminal advertising.

News

SYDNEY: Australia's Network Ten has been adjudged guilty of 'coming the raw prawn' with the Australian Communications and Media Authority or - in less colourful vernacular - running a series of unlawful subliminal ads during its broadcast of the ...

Article

This article assesses the legacy, or lack thereof, left by the motivation researcher Ernest Dichter.

Article

Stories were a way to transmit learnings and influence people in the past and can be used today in a corporate environment to help communicate unpopular, but important, decisions.

Article

A round-up of presentations from Measuring Advertising Performance (MAP) 2013 – a conference organised by Warc and featuring latest insights on planning, measuring and executing great ad campaigns.

Article

This article reviews the historical development of seeking to measure psychological and subconscious influences on people’s responses to advertising and brands.

Case Study

Caja Madrid wanted to promote its great interest rate on CDs, so it painted its new product as one that was driving the competition mad.

Case Study

While interest in the phenomenon of subliminal advertising, in one form or another, dated back to the late 1800s and early 1900s, writer Michael Jenkinson, in an online article taken from Alberta Report/Western Report, said that the "first reported instance of the phenomenon [subliminal advertising being used] occurred in 1957 when New Jersey movie theatre owner Jim Vacary announced he had discovered a way to boost sales at his theatre's concession stand by flashing the words 'drink Coke' and 'eat popcorn' on the movie screen during the picture.

Case Study

In 1997 the French Connection Group PLC embarked on a rebranding of its flagship French Connection line of clothing, which was sold in both department stores and stand-alone company stores throughout the world.

Research Paper

Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort.

Case Study

This case study shows how Eatsmart, a range of healthy snack foods, built its brand profile from a low base and improved recall with a low-budget campaign centering on Facebook.

Article

This essay argues for a new definition of creativity according to bandwidth, departing from the insight that at least two-thirds of human communication is non-conscious and non-verbal.

Case Study

This case study shows how Nescafé challenged cultural norms to encourage more young Indians to drink coffee with a TV-led campaign.

Article

This article examines types of useful and effective priming tools that can be leveraged in marketing and market research.

Article

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.

Article

This event report provide guidance for brands seeking to leverage product placement, based on the views of Starcom MediaVest and Turner Broadcasting.

Article

This essay evaluates the relationship between data and creative thinking through the lens of marketing and advertising, arguing that Big Data's effects tilt towards hindering creative thinking, but that organisations actively have to harness both capabilities for maximum effectiveness.

Research Paper

This paper presents a case study that reveals how stakeholders in the research process, by recommending specific data collection and analytical techniques, exert significant ‘hidden’ influence on the decisions made on the basis of market research findings.

Case Study

This case study describes how Fritolay PepsiCo in Guatemala defended its most popular snack brand, Tortrix, against newer, cooler competitors.

Case Study

This case study describes how India's best-loved coffee brand set out to redefine the role of coffee in the lives of Indian youth.

Article

This article discusses various approaches used by marketers to understand what consumers want.

Article

This article explores different types of brand sponsorship deals, analysing the impact of different types of sponsorship for different consumer categories.
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