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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 study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Case Study

Weber Shandwick, a global PR firm, launched two Healthcare Share #preparetoprotect events in Minneapolis and Chicago to help healthcare organisations understand and prepare themselves for cyberattacks.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

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.

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.

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.

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.

Article

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