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Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Research Paper

Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Article

This article summarises Warc's latest adspend forecast for India, extending to 2016 and 2017.

Research Paper

This paper analyses the use of the term ‘market research’ in a contemporary context.

Research Paper

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

Research Paper

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Research Paper

Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the '30-second spot'.

Article

Admap's Online Research Buyers' Guide 2015, sponsored by Research Now, features the online panel research services offered by a range of different suppliers.

Research Paper

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

News

CHICAGO: Two thirds of marketers believe that word-of-mouth marketing is more effective than "traditional" marketing but they struggle to measure it effectively and to show ROI a new survey has said.

Article

Admap's Online Research Buyers' Guide 2014, sponsored by Research Now, features the online panel research services offered by a range of different suppliers.

Research Paper

Celebrity athletes are a mainstay of popular culture and an increasingly important part of the marketing ecosystem.

Article

This paper provides an overview of the quick care clinics industry, primarily in the United States. These aredefined as retail medical facilities that usually are located within the pharmacy section of drugstores, grocery stores or discount department stores.

Research Paper

This paper analyses the double jeopardy loyalty effect on a utility framework using a discrete choice approach instead of the Dirichlet model.

Research Paper

Consumer conversations on a health-related electronic bulletin board are analyzed to investigate two key processes instrumental to creativity: analogical reasoning and reflective reframing.

Research Paper

Relationship marketing (RM) is frequently employed by firms to improve their dealings with customers.

Research Paper

This research examines the effect of the vertical positioning and format of online advertising on attention, aided recall, and brand attitude.

News

CHICAGO: Marketers are still looking to financial metrics when assessing their campaigns, despite the advance of digital media and the development of more sophisticated measurement tools.

News

CHICAGO: Spending on sponsorship will increase in the US this year, after marketers cut back on this area of activity in 2009, IEG, the specialist consultancy, has predicted.

Research Paper

Although there has been an increasing interest in global advertising research, the literature suffers from the lack of a broad theoretical foundation that could guide conceptualisation and theory development in global advertising research.

Article

Geoffrey Precourt, Warc's U.S. Editor, reports from the American Marketing Association (AMA) Webinar.

Article

This article covers results of the 2009 AMA/MMA Marketing Accountability Survey. More marketers than last year said there was "full cooperation" between them and the finance department.

Research Paper

This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works.