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Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Gunn Report

Contains the creative for the 'Inspiring The Athlete Within Every Woman' campaign for Nike by the agency Mindshare in Bangalore.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Article

Thailand's demographics are changing quickly, with more educated women, ongoing urban-rural economic discrepancies and the rise of Bangkok as a SE Asian consumer power all major trends.

Gunn Report

Contains the creative for the '#BeatMe' campaign for UN Women by the agency BBDO Pakistan in Pakistan.

Article

Voice is growing apace, iProspect believes - this report explores some of the findings from the agency's recent research into the emerging technology.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Case Study

UN Women Pakistan used a sports-based multimedia strategy to launch an anti-domestic-violence campaign.

Case Study

M&Ms, the confectionery brand, increased sales in Taiwan with a social media campaign.

Case Study

Sri Lankan liquefied petroleum gas supplier, Litro Gas, used a digital campaign to increase brand recognition among domestic consumers.

Article

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

Case Study

US technology company HP advertised its Print Security solutions through a dramatic series of videos starring Christian Slater as a hacker benefiting from unsecure printers.

Case Study

Verizon, a telecommunications company, created 'Verizon LIVE' in the US, a digital experience that allows customers to video chat with employees, bringing the in-store experience online.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Case Study

This case study looks at how Nike, the sportswear brand, got India's youth moving again by focusing on young women who face more barriers in playing sports.

Article

This Company Profile from Euromonitor provides key details and analysis of LG Corp, South Korea’s fourth largest conglomerate which has four divisions including Home Appliances & Air Solutions.

Case Study

Alba Chunkuk, a part-time work portal, used TV and outdoor ads and PR to change attitudes towards part-time work in South Korea.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

Case Study

This case study looks at how Kubota Tractor Australia's 'This is the Life' campaign transformed marketing of the entire category and targeted professional farmers while also identifying a new lifestyle segment.

Article

This Company Profile from Euromonitor provides key details and analysis of INDITEX - Industria de Diseño Textil, the owner of brands such as Zara and Uterqüe.