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Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

News

NEW YORK: Brands hoping to drive consumer interest using endcaps, the display space given to products at the ends of a retail aisle, may benefit from focusing on the back of the store, according to a paper in the Journal of Advertising Research ...

Article

Making the most of brand assets such as taglines, logos and colors rests on marketers taking heed of four essential instructions.

Article

Visa, the payments company, is using sensory branding to reach consumers in new ways.

Article

Brand assets such as logos, slogans and jingles can be extremely powerful, but are often misused or neglected by marketers.

Article

Brand assets are an essential component of the marketing toolkit, but must be constructed with due care and consideration.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

News

GLOBAL: Senior marketers from McDonald’s, Spotify and Booking.com are joining the judging panel for the Best Use of Data category in the 2018 WARC Media Awards.

Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Opinion

The Ehrenberg Bass Institute stresses the need for the mental and physical availability of brands, but the coming age of marketing to machines will require mental and physical disruption, according to Phil Sutcliffe of Kantar TNS.

News

LONDON/ADELAIDE: Brands relying on the quality of their content to get noticed may be neglecting the significant marketing opportunities offered by having a set of distinctive assets, according to Jenni Romaniuk.

Research Paper

Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.

News

NEW YORK: Short-form ads that last approximately six seconds offer distinct benefits for brands, but should be used as part of a “portfolio” with more traditional, longer formats.

Article

MediaScience, the research firm, and the Ehrenberg-Bass Institute for Marketing Science have conducted early research into the power of short-form ads.

Article

Outlines each brand asset type and when they should be used to be most effective, as well as explaining how to build a distinctive asset palette.

Article

Wrigley Extra, a gum brand owned by Mars, reversed a long-standing sales decline through compelling stories and enhanced creativity.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Article

Compares performance of targeted advertising vs.