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Article

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

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

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

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

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.

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.

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

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

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.

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.

News

BOSTON: YouTube's position as the default option for viewing online video is coming under ever greater threat from Facebook, as new data show the social network accounted for a quarter of all Super Bowl ad views compared to 1% last year.

Article

This report provides insights into how sports content is being viewed and consumed in an increasingly fragmented media marketplace.

Research Paper

This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.

Article

This article highlights the benefits of taking risks and making mistakes, and how to create a culture that fosters risk taking in order to be innovative.

Research Paper

This paper explores what concerns and inspires young market researchers and makes recommendations for attracting and retaining talent in the industry.

Research Paper

Seven in 10 U.S.