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News

SHANGHAI: Chinese drinks brands need new and exciting creative to keep brands fresh for consumers as they take on the dominance of Coke and Sprite in the country, according to research by Publicis Media China in partnership with the Ehrenberg Bass ...

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Case Study

Confectionery brand Doublemint used a multimedia approach to relaunch the brand in India.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Opinion

The rumble in the jungle, it wasn’t. Nor was it the Thrilla in Manila.

News

GLOBAL: It is often reported that large global brands are losing out to their smaller rivals and that customer loyalty to major brands is in decline, but these are myths unsupported by the evidence, according to a new academic study.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Article

This article details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

Research Paper

This paper explains how FrieslandCampina, a global dairy food company, applied the brand growth theories of the Ehrenberg-Bass Institute (EBI) in a bid to revive the fortunes of its Optimel yoghurt drink in the Dutch market.

Article

This article looks at how brands intending to influence the behaviour of potential consumers must learn to understand the fundamentals of improving brand salience.

Article

This article looks at how brands should identify the sales-driver segments of the target audience and then profile them in order to engage them via appropriate messages, if they are to grow sales.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

Opinion

Gareth Kay argues that the industry should be more careful about how it uses the word ‘brand’, as it is in danger of becoming an empty phrase that will not help marketers connect businesses with their potential customers.

News

NEW YORK: Monitoring consumers’ heart rate is a useful way of gauging their true attentiveness to brand messaging, research conducted on various ads made by Mars, Inc.

Article

This event report outlines some headline findings from research conducted by MediaScience and the Ehrenberg-Bass Institute for Marketing Science, based on ads from Mars, Inc.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

This article provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

News

CANNES: With the rise of programmatic ad buying, the capabilities of marketers targeting an audience of likely buyers have never been greater, but the Ehrenberg-Bass Institute maintains that segmentation, whether for creative or media planning, can ...

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.