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News

BEIJING: Alibaba, the Chinese e-commerce giant, has unveiled several significant enhancements to its Intellectual Property Protection (IPP) Platform as it seeks to reassure brands that its online marketplaces are safe from counterfeiters.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.

Case Study

This case study explains how drinks company Red Bull used video to launch a new energy drink co-branded with motor fuel brand G-Drive in Russia.

Case Study

This case study explains how Weber Vetonit, a building materials company, introduced a new piece of software to reduce costs and increase sales in Russia.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Case Study

This case study describes how Google, the internet search company, improved its reputation in Russia by celebrating one of the country's most famous novelists, Leo Tolstoy.

Research Paper

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.

Case Study

This case study shows how Nissan, a car brand, married the excitement of football with the brand's own technology by creating an entirely new gaming experience in Sweden.

Article

This article considers the placement and choice of soundtracks in Christmas advertising, asking whether it is better to match the trends of the day, or the needs and strengths of the brand.

Research Paper

This paper explores the confusion of causation with correlation, illustrated by an analysis of the factors behind the rise of electoral support for the extreme-right-wing National Front party in France.

Case Study

This case study shows how Art Fund, a UK based charity for the preservation of works of art, increased its revenue and brand awareness by using a product led campaign.

Article

This article provides an overview of the behavioural economics concept of present bias, the tendency to focus on today rather than what tomorrow might bring.

Article

This event report outlines how Microsoft, the technology company, is using digital storytelling to engage consumers.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH Moët Hennessy Louis Vuitton, the owner of brands such as Christian Dior, Givenchy, Guerlain, BeneFit, Fresh and Make Up For Ever.

Research Paper

This paper describes an automated system for analysing imagery and pictures posted on social media, which in turn can be used to provide brand-specific insights such as brand awareness, popularity and use.

News

NEW YORK: Sport and politics go head-to-head next week with media buyers expecting up to eight times as many people will watch the first presidential debate due to take place at the same time as the Monday night NFL game.

News

NEW YORK: As informative as neuromarketing techniques might be in terms of providing insights into the emotional response to advertising, they become even more useful when combined with traditional measurement tools, a study has argued.

Article

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.

Research Paper

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.

Article

This essay argues that true personalisation in technology can only arise if technology can adapt and evolve in the style of real human intelligence, and explores the developments in machine learning that may lead there.

Article

This essay argues that success in the era of personalisation will rely upon marketers returning to simple, clear and comprehensible advertising.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

Case Study

This case study describes how Loto-Quebec, the government service in charge of all lottery products in Quebec, expanded its Mise-o-jeu product by making it easily accessible and appealing to millennials.