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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

News

DETROIT: Car owners’ attraction to new vehicles remains strong, according to the J.D. Power 2017 U.S.

Article

This event report explores the views of four strategic leaders from across the world as they offer insights on the future of strategy.

Article

This article looks at the growth of the Israeli start-ups, particularly in the automotive industry, and why the company is punching above its weight in innovation.

Case Study

This case study shows how Audi, the car manufacturer, increased service sales in Germany by releasing a dramatic ad that engaged consumers' fears over car repairs.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Case Study

This campaign explores how BMW Group, the German car manufacturer, launched a worldwide campaign, following a live event in Germany, to coincide with its 100-year anniversary.

Article

This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Research Paper

This paper examines divided attention in TV viewers in the Indian market and whether the time is right for marketers measuring audiences to enter into behaviour-based measurement.

Article

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

Article

This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

Research Paper

This article surveys the habits of Generation Z, a cohort that spends an average of 30 hours per week on their smartphones with much higher shopping on mobile than older generations - as well as being aspirational and much more trusting of both people and brands.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This report explores how BMW is tackling the three major business obstacles of autonomous driving, connectivity and electrification.

Article

This article provides advice from leading CEOs on how to reach the top of the corporate ladder from a marketing background.

Article

This report discusses examples of how virtual reality and artificial intelligence are currently being used in consumer research and possible future directions.

Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

News

BOSTON: Rolex, the luxury Swiss watchmaker, is the brand with the best corporate reputation in the eyes of consumers, according to a new global survey.

Article

This event report outlines some crucial considerations for marketers seeking to build enduring brands in the digital age.

News

NEW YORK: Political uncertainty and fake news are driving consumers back to news brands they feel they can trust, new figures suggest.