Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


217 results found
Sort by

Article

This event report outlines how Carnival Corporation, the cruise-line company, has moved into the TV production space to promote its brands.

Opinion

I was recently speaking at a Google event in Sydney. The topic I was asked to speak on was 'Digital storytelling ', so let me tell you a tale.

Article

This article describes the very human act of storytelling, why it is important, and why humans do it.

Research Paper

This paper explains how response latency and semantic priming were harnessed to create a truly implicit methodology that taps in to automatic processes.

Article

This Speed Read summarises the book 'The Anatomy of Humbug' by Paul Feldwick, which argues that the advertising industry can only deal with the rapidly changing media landscape if it both understands its past and rethinks its entrenched habits of thought.

Case Study

This case study demonstrates how HCL, the technology company in India, used its corporate film to grow awareness on social media.

Case Study

This case study describes how HCL Technologies, a global IT company launched a CSR campaign in India to drive awareness of the importance of literacy.

Article

This essay argues that the marketing industry needs to rethink what 'loyalty' means and what it can do for businesses.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Article

This article evaluates communications in the context of long-term affective memory impact which operates at subconscious level.

Opinion

"The guy who invented poker was bright, but the guy who invented the chip was a genius." (Julius 'Big Julie' Weintraub) The old saying that 'cash burns a hole in your pocket' needs updating, because cash is actually the thing we are least likely to spend.

Article

This article highlights how substitutes for currency increase the propensity to buy, seen in both consumer spending and purchasing ad impressions.

Article

This article argues that subjectivity should not be discouraged in marketing as our most enlightening insights may be lurking inside ourselves.

Article

This article analyses what brand models are for, examines different types and provides a checklist of how to use them.

Article

This article discusses various approaches used by marketers to understand what consumers want.

Article

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Article

This event report outlines how brands can utilise influential ideas to make an emotional connection with consumers and so build equity.

Case Study

This case study describes how global technology company HCL Technologies created an end-to-end recruitment process on a single social media platform.

Case Study

This case study explains how HCL created an end-to-end recruitment process using social media in India.

Case Study

This case study describes how global IT company HCL Technologies created the first end-to-end job recruitment process on Twitter.

News

LONDON: Advertising is rich in theories but none can claim to be the sole font of wisdom in a complex world, according to Guy Murphy of JWT.

Case Study

This case study demonstrates how the British Heart Foundation (BHF) charity combined a well-known celebrity, catchy song and easy-to-remember formula to increase the likelihood of the British public trying cardiopulmonary resuscitation (CPR) in the event of a cardiac arrest.

Article

This article calls on the ad industry to take a new approach to brands, moving from 'human-like' to 'human-friendly', and from introspective and disruptive to empathetic and increasingly invisible.

Research Paper

This case study shows how a new implicit and metaphorical approach to research gave eBay, the online auction platform, a powerful commercial insight impossible through direct questioning.

Opinion

Back in the day, market research seemed to have all the answers about brands. Indeed, the scientific apparatus of quantitative research - segmentation, clustering, modelling etc.