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Case Study

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.

Case Study

Coors Light, a beer brand, reached millennials in the US by collaborating with Snapchat to produce ads on the first ever snap from the Summit of Mount Everest.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Case Study

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.

Article

This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

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 article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Case Study

This case study shows how Northumbrian Water, a water company, successfully changed the UK consumer's toilet use habits.

Case Study

This case study explores how Budweiser, the beer brand, launched a campaign in the US to capture young beer drinkers through the Rio Olympics and Copa America, and to reverse a sales slump.

Case Study

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.

News

TORONTO: Latent sexism, cultural insensitivity and an inability to "fail fast" are among the main reasons that marketing campaigns go wrong, according to Jon Wilkins, Chairman of ad agency Karmarama.

News

MENLO PARK, CA: As social media giant Facebook continues to get bigger, its focus is shifting from connecting friends and family to building communities and to improving the metrics on offer to advertisers.

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 event report addresses how Dr Pepper Snapple Group, the beverage manufacturer, is seeking to enhance digital measurement.

Article

This event report recounts how Bud Light, the beer brand, used experiential marketing to attract millennial consumers.

Article

This article covers how Anheuser-Busch InBev (AB InBev), the beverage company, has adopted an innovation culture, including experiential marketing and establishing an in-house innovation lab.

Research Paper

This paper examines how dashboard applications might be transformed in order to maintain interest and user attention.

Case Study

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

News

NEW YORK: Super Bowl advertising is a high-stakes gamble for both old hands and first timers as the contrasting experiences of two brands taking part in this year's event demonstrate.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

News

NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Research Paper

The paper describes how Camelot, the operator of the UK's National Lottery, has revived its online customer feedback questionnaires to measure all aspects of its web experience, which in turn became a key indicator of revenues.

Case Study

This case study shows how Coors Light, a beer brand, quickly climbed the top 20 beer rankings in the UK by using a celebrity fronted campaign.

Case Study

This case study shows how Kellogg's, a food brand, was able to upkeep its online reputation and impeccable customer services standard in India with the help of an Online Reputation Management platform.