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Article

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

Article

This report provides key facts and figures about the global snacks market, analysing the impact of the growing segment of the non-snack food market rebranding itself as snack replacements and creating a shift in the competitive landscape.

Article

This event report covers a master-class on creativity from Dave Trott, suggesting that creativity is a synonym of out-thinking the competition, looking for ideas elsewhere, and never losing sight of real people.

Article

This Company Profile from Euromonitor provides key details and analysis of Arla Foods Amba, the owner of brands such as Lurpak and Castello.

Article

This article looks at optimising macro budget allocation between brands and markets and advises adding 'market attractiveness' factors to econometric models.

Research Paper

Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.

Article

This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means.

Article

A report from a The Futures Company briefing on the eurozone economic crisis and the UK consumer mindset.

News

Humorous television ads dominated the rankings of the most popular videos on Warc this year. Five of Warc's top ten most viewed videos, which included TV ads and films about campaigns, took the funny route on the way to creating effective brand ...

Article

A report from a 2011 MRS conference. A presentation from VCCP shows that agency/researcher relationships can benefit from the adoption of visual research techniques such as ethnography; W+K and Voodoo suggest that research can amplify - rather than stymie - the creative process, while Yahoo and Google show that online video ad best practices are evolving, with advertisers advised to leveraging the "long tail" of video platforms and skippable ads increasing user engagement.

Case Study

Cravendale, the premium filtered milk brand, enjoyed a small but significant 5% share of the UK milk market.

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

The article argues that disruption (upsetting the norms and conventions of thinking in a market) is essential for business success and can operate at various levels, for example, business, product, marketing and communication.

Article

This article argues that while the practice of multi-channel and multi-discipline campaigns is increasing, techniques to evaluate their effectiveness have not kept pace.

Article

This chapter seeks to demonstrate which approaches to the measurement of marketing effects are most accountable, as well as those that promote effectiveness most strongly.

Article

This chapter examines the patterns of media and channel usage that promote campaign effectiveness, with particular attention paid to the role of television.

Article

This chapter examines the patterns of effectiveness that result from different communications approaches.

Article

This Knowledge Point article states that most successful launches are supported by strong advertising.

Article

In every CPG/FMCG category, the point of purchase is the critical moment of truth when a consumer facing a shelf of competing brands makes a decision to part with hardearned money for just one of them.

Article

Les Binet, European director of DDB Matrix (DDB's econometrics consultancy), knows that 'disentangling the effects of communication under real market place conditions can be like trying to find a needle in a haystack'.

Article

This Knowledge Point article suggests that successful brands share a number of common features. An honest appraisal of their current circumstances leads to the development of a differentiating strategy: one based on real insight.

Article

This article looks at the array of factors and influences relevant to buying food, including: how we decide where to shop and how we use the shops; changing patterns in meals and how we cook; the balance between home meals and eating out; the role of convenience foods; how we choose food brands; diet, nutrition and dieting; and leading-edge movements like organic foods and nutraceuticals.

Article

Correct evaluation of marketing activity is essential to ensure that marketing money is spent wisely and not wasted.

Case Study

Within the UK market, despite being a 99% penetration in households, there was no real differentiation in milk brands, and this was a gap Arla sought to exploit.