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Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

News

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

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

Article

This article examines how agencies seem to be in a race to the bottom, to provide services at ever lower price points - without, they promise, compromising on any of the other aspects of quality or speed.

Article

This paper explores the current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing - brands must be ready.

Article

This event report outlines how Nissan, the automaker, is developing its model for content marketing.

News

LAS VEGAS: Fiat Chrysler, the automaker, believes that "smart is the new sexy" when it comes to building vehicles which will successfully attract millennial consumers.

Article

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.

Article

This event report outlines how McDonald's, the restaurant chain, is transforming its brand to serve consumers' evolving tastes.

News

NEW YORK: Fiat Chrysler, the automaker, has enjoyed digital success by seeking to more actively reach consumers at the "Is it right for me?" moment.

Article

This event report demonstrates how Fiat Chrysler, the automaker, has successfully engaged consumers by targeting the "Is It Right for Me?" phase of the purchase journey.

Opinion

If I were to suggest that almost every conversation you have about brands is influenced by the thinking of a Viennese psychologist, you'd probably think I was talking about Sigmund Freud.

Article

This event report highlights some woeful – and outstanding – uses of technology by organisations and considers why some can get it so expensively wrong.

Article

This article assesses the legacy, or lack thereof, left by the motivation researcher Ernest Dichter.

Article

This article examines what makes particular Super Bowl ads successful and outlines a case study of the most shared ad from the 2016 Super Bowl.

News

ORLANDO, FL: Alfa Romeo, the auto marque owned by Fiat Chrysler, is tapping into the concept of "the better life" as it aims to fuel sales among luxury consumers.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Research Paper

This research investigated the relative effects of marketing communications on a chain of “marketing-productivity” measures—metrics that evaluate the influence of marketing at the consumer, market, financial, and company levels.

Research Paper

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

Research Paper

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Case Study

This case study describes how headphones company Beats by Dr Dre expanded its remit into providing a subscription music service aimed at American families.

Case Study

This case study describes how car manufacturer Fiat in Brazil set out to maintain its leadership position in spite of having no new model to launch.

Article

This article summarises the results from the Central & South America region for the 2015 Warc 100, which ranks the world's best marketing campaigns based on performance in effectiveness and strategy competitions.

Article

This article discusses the importance of brand purpose and explains how brands can use a 'catalyst' to make their organisations and customers take notice of a new purpose.

Article

This event report describes how Alfa-Romeo, the automotive brand, was relaunched after gaining valuable insights into the luxury car buyer and positioning itself as a different kind of car.