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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.

Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Article

A global outlook on the alcoholic drinks category, including information on the leading companies and brands, five trends shaping the industry and market snapshots.

Article

Provides a category analysis of beer in the US, including trends, category data, company profiles and key developments in the industry.

Article

MillerCoors, the brewer, is using sponsorship as a means of engaging millennial consumers in powerful ways.

Article

HBO, the cable network, has successfully used experiential marketing as a means to promote a variety of its shows in truly compelling ways.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

Article

This Company Profile from Euromonitor provides key details and analysis of Constellation Brands Inc, the owner of brands such as Almaden, Inglenook and Sazerac.

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

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Opinion

Here are the results of the latest assignment from A[P]SOTW – Advertising [Planning] School On The Web.

Research Paper

This paper seeks to define impact, the logical conclusion of returns on insights, through an in-depth interview study of market-research professionals.

Article

This trend report examines the major trends set to shape the global advertising landscape in 2016, covering technology, brand and marketing, food and drink, culture, travel, beauty, retail, health, lifestyle and luxury.

Gunn Report

Commentaries on the individual ranking tables of the Gunn Report 2016 (introduced by the guest editor, Kate Stanners) spanning: Film, Print / Out Of Home, Digital, All Gunns Blazing, Countries, Advertisers, Production Companies, Directors, Agencies and Agency Networks.

Article

This article discusses the effects of the weather on retail, arguing that marketers need to design weather strategies alongside responses to other externals.

Research Paper

This article warns that that a wake-up call is needed for many companies that either ignore or respond inadequately to negative social media.

Research Paper

Star power, genre, sequel, and word of mouth (WOM), are among the critical factors affecting a film's box-office success.

Case Study

This case study describes how Romanian online newspaper gandul.info (thought.info) ran a counter-campaign to Britain's "You won't like it here!" anti-immigration stance.

Article

This report examines the demographics and buying power of the Asian-American segment, focusing on the food & beverage and health & beauty categories.

Article

This article argues that a solid understanding of a given issue is a prerequisite for creativity, and for this reason big data is good for creativity.

Article

This article details how more retailers in the US are experimenting with same-day delivery to combine the ease and practicality of online shopping with the thrill of walking out of a store with a new purchase.

Case Study

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.