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Topic Key reading on campaign metrics such as awareness, recall and recognition

Case Study

This case study explains how HyperCITY, a retail hypermarket in India, revamped its flagship brand, Everyday, with a new identity and brand personality.

Research Paper

The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.

Research Paper

Star power, genre, sequel, and word of mouth (WOM), are among the critical factors affecting a film's box-office success.

Research Paper

U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising.

Article

This article considers recent research into music in advertising that made use of both the explicit and implicit responses of participants to a series of radio adverts.

Case Study

This case study describes how Invisalign, a modern technology for straightening teeth, created a coordinated campaign to reposition the brand as an industry leader in the USA.

Research Paper

A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment.

Article

This article describes how an increasing number of brands in America have turned to hand-painted mural adverts because they encapsulate the human element a billboard cannot provide.

Research Paper

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.

Case Study

This case study explained how Domino's Pizza UK increased brand preference and sales with a social media strategy.

Article

This event report looks at how an understanding of memory encoding – which measures what goes into the brain, unlike ad recall which measures what comes out – can help marketers increase brand equity and purchase intent.

Article

This article explains how brands can use behavioural economics to be more successful.

Research Paper

The paper describes the development of a tool to measure the emotional connection consumers have with PwC's Global Top 100 Organisations, and assesses the added value of that connection.

Research Paper

This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements.

Research Paper

This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.

Research Paper

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix.

Research Paper

This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.

Research Paper

This study provides a theoretically and empirically validated approach to measuring the strength of color as a brand-identity element.

Research Paper

Although the benefits sought by engaging in non-traditional marketing tactics such as sponsorship are well documented, determining return on investment (ROI) remains an evolving science.

Article

This article demonstrates the benefits of developing brand media experiences and describes a study that proves that positive brand experience complements and supplements media exposure.

Article

This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.

Research Paper

This paper assesses the impact of sponsoring the Canadian Football League's (CFL) 2014 season for Nissan, the car manufacturer.

Case Study

This case study demonstrates how easyJet, the low-cost European airline, employed its first ever brand campaign to improve brand and sales performance, while reducing marketing investment.

Article

This article argues that brand loyalty is a consequence of a strong brand, and sets out six core principles to consider when building a brand.

Research Paper

High-impact digital advertisements, which feature large and often interactive formats, are known for driving consumer response rates higher than those of standard display.
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