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Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

News

Bluetooth, the technology that uses wireless connectivity to exchange data across short distances, could be a powerful solution for measuring outdoor ads, according to a paper published in the Journal of Advertising Research (JAR).

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

News

The contentious issue of whether or not to pre-test ads is often based on emotional or financial arguments, but the Ehrenberg-Bass Institute has taken scientific approach to assess the merits of the practice.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

Pre-testing campaigns is a divisive topic in the advertising industry, but Ehrenberg-Bass’s marketing science indicates the practice is more useful for some strategies than others.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

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.

Article

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Article

This article provides marketers with information and guidance on generating earned media.

Article

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

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Article

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

Opinion

Brands are rarely made better when we add to them. The more we add stuff - be it for the sake of 'the new' or to fend off what we see as competitive threat - the greater the risk that we dilute and obfuscate what we really are, says Gareth Kay.

Article

The BBC used neuroscientific research explore the relationship between emotion and long-term memory in delivering engaging branded content.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Article

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.