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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.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Article

360i, the agency, is seeking to adapt to the changing demands of the advertising world while also encouraging clients to take a longer-term perspective.

News

MINNEAPOLIS: Preliminary estimates of in-game ad expenditures for Super Bowl LII indicate that a total of $414m was spent – which would be the second largest amount ever after last year’s game which generated $419m.

Article

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.

News

DETROIT, MI: Self-driving cars may grab the headlines, but reports from the Detroit Motor Show suggest the real shift taking place in the auto industry is the development of unexpected partnerships.

Opinion

Adrian Mills, Partner, Deloitte Australia, is judging the Effective Use of Brand Purpose category in the 2018 WARC Awards .

Article

Discusses the advantages of audio advertising from the mobile marketing perspective, how it can inspire brand strategies and presents the relation between audio and programmatic media.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Opinion

Madison Avenue is synonymous with Adland, keeping the name even after most agencies were chased away by high Manhattan rents and shifting fashions.

News

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

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 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 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.