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Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Details some of the most important lessons shaving brand Friction-Free shaving have learned since it started its business three years ago.

Article

With viewer numbers dropping, BBC sought to make major changes in its three stage re-generation of the Doctor Who brand.

News

Early indications are that John Lewis, the UK retail chain, has come through the Christmas trading period in reasonably good shape, but analysts are less optimistic about the prospects for some of its high street rivals.

News

Public Health England has highlighted children’s excess sugar consumption levels and suggested that “fiscal measures” – the so-called pudding tax – may be needed to ensure that the food industry meets a target to cut ...

News

Chris Evans, the British celebrity radio DJ, will present his final show for BBC Radio 2 on Christmas Eve before moving to Virgin Radio, where a pioneering deal with Sky means the commercial station will broadcast his new show completely free of ...

Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Article

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

News

The largest gambling companies in the UK have voluntarily agreed to end all TV ads served during live sports broadcasts, in a move that is most likely to affect football.

Article

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

News

WhatsApp is launching its first-ever television campaign, taking to the airwaves in India to warn people about the dangers of spreading fake news.

Research Paper

The British Broadcasting Corporation looked into the people who were engaging with it on different digital platforms on a global scale.

Article

Highlights the issues and opportunities for marketers concerning data privacy in 2019.

News

Google is tightening transparency rules around political advertising ahead of European parliamentary elections in May 2019.

Research Paper

Respondi, the market researcher, and the research non-profit Center for American Progress partnered in France, Germany and the UK to understand whether connected technologies are beneficial or detrimental to well-being.

Article

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Research Paper

Join the Dots, a consumer insight agency in the UK, explains how it is choosing to adapt its qualitative research methods in response to consumers' changing communication choices.

News

Rising nationalist sentiment in India and the cheap cost of data is behind the widespread sharing of fake news in the world’s largest democracy, a major study by the BBC has found.

News

The key to making content memorable is delivering multiple emotional peaks, with brand films that deliver 10+ emotional peaks in the top quartile for memorability overall, according to new research from the BBC.