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Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Case Study

Responding to consumer trends in home hygiene, Reckitt Benckiser, the consumer product company, identified an opportunity to extend its Lysol and Dettol cleaning brands into the personal care category globally by producing a no-touch handwash dispenser for kitchen and bathroom use.

Research Paper

This paper proposes a new model for how advertising works and how it should be measured. It seeks to demonstrate the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

Article

This paper provides an overview of the global soaps and detergents industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Research Paper

This paper outlines an experiment that links established pre-testing measures and Brainjuicer's proprietary emotional metric, FaceTrace®, with in-market effectiveness.

Case Study

This paper details the long-term advertising strategy adopted by Carex, a leading brand antibacterial handwash brand.

Article

Customer loyalty is widely seen as a key marketing objective (e.g. in a third of all campaigns submitted to the IPA Awards).

Case Study

This Bronze Award-winning paper discusses the advertising for Carex antibacterial handwash from 1999-2006.

Article

In this chapter of 'Best Practice', Roderick White addresses the media issues of mixed media advertising campaigns.

Case Study

This case is a great example of a brand stepping up to occupy a bigger role in people’s lives. Carex’s position in the liquid soap market was eroding.

Article

This best practice piece covers the magazine sector. Magazines, it asserts are the most fragmented of media sectors and have been seen, since the arrival of commercial TV, as a support medium.

Case Study

Campaign (2001-2) to reposition Imperial Leather soap in a full brand relaunch, based on recently-launched new variant Foamburst Gel.

Case Study

This 1998 paper shows how an ad campaign not only helped to launch a liquid handwash but transformed a commoditised category and created an entirely premium added value category.

Case Study

This paper demonstrates how an advertising campaign helped to launch a new liquid hand wash and create a new premium liquid soap category.