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Article

Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolving brand within the life of the evolving target audience.

Article

Marie Lena Tupot and Tim Stock, scenarioDNA, argue that branding today is more than providing a set of associations leading to a distinct brand image.

Article

Tim Stock and Marie Lena Tupot, from scenarioDNA New York, argue that the goal of product placement is to find the right place for the brand - effectively to cast the brand, much like actors and script.

Article

Since the rise of digital, the advertising industry is in danger of mapping the wrong elements for insight.

Article

The approach of semiotics is to explore all the things visual and auditory that exist to make the climate right for an idea.

Article

During a recession it becomes even more essential to understand the consumer and stay engaged. Good research requires forming a relationship with people to coax information out of them.

Article

Market segmentation has evolved into an elaborate science, but time works against marketers. Consumer mindsets are constantly changing, and to develop inspired ideas, we need to shift the way we segment.

Article

In his introduction to Admap's report on product placement, Roderick White looks at the implications of the EU directive permitting paid placement on TV in Europe - and the booming interest in it elsewhere.
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