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

Case Study

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

Article

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

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.

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 explains four changes to shopper marketing research that will make marketing more effective by integrating brand and shopper marketing.

Research Paper

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

Case Study

This case study explains how EDF, the energy company, introduced a brand character and a renewed focus on being 'better' to increase its market share in the UK.

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.

Article

This primer examines advanced television ad-buying techniques for both buyers and brands, in light of the continual change that TV is undergoing.

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

Is brand-placement effectiveness immune to competitive interference? This study explored that question in the context of entertainment media, specifically children's video games.

Research Paper

This article presents learnings from a multi-platform partnership between Pivot, a US cable channel, and Monster, a jobs search website, to determine the contribution of content marketing to the Monster brand.

Research Paper

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

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.

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.

Article

This report highlights how advertisers are using Instagram, the social network for sharing photos and videos, to build brands and engage with consumers.

Article

This article looks at 'haptic' technology, which allows hardware to provide tactile feedback to those who touch it, and the growth of sensory marketing.

Research Paper

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship.

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.
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