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Case Study

Tech giant Google created a digital lantern site to allow users in Taiwan to share the lantern tradition in a more sustainable way, and in doing so, built brand love.

News

MIAMI, FL: Coca-Cola, the soft-drinks manufacturer, has developed an innovative spin on sponsorship through signing an endorsement deal with a virtual soccer player in FIFA 18, a video game created by EA Sports, a unit of Electronic Arts.

Article

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

Credit card brand Mastercard used a digital, social media and mobile campaign to change the cash-centric culture in Vietnam.

Case Study

Tech giant Google created a digital lantern site to enable users in Taiwan to share the lantern tradition in a more sustainable way.

Case Study

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Case Study

This case study details how Starmark, a communications agency, created the Sync My Lights mobile app for movie lovers who want to enhance their at-home viewing experience.

Article

This Company Profile from Euromonitor provides key details and analysis of LG Corp, South Korea’s fourth largest conglomerate which has four divisions including Home Appliances & Air Solutions.

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 and shares findings from Youth in Flux, a global integrated research project for Viacom, owner of TV channels such as MTV and Comedy Central, who wanted a better understanding of its younger audiences' attitudes and aspirations.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Article

This Company Profile from Euromonitor provides key details and analysis of Amazon.com. Included is a strategic evaluation with key facts about the US company and competitive positioning against comparative brands in the retail market.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

Case Study

This case study shows how Canon, a photographic equipment brand, launched a photography event in partnership with Reuters, in order to launch its newest model in the European market.

Case Study

This case study describes how Indian broadband provider ACT Fibernet, used animated content to gain audience attention and increase engagement on its Facebook page.

Case Study

This case study details how EA's NFL Madden 16, a video game brand, created a five-minute Bollywood-themed action film with a weekly spin-off series to promote the game and increase sales in the US.

Case Study

This case study shows how Lenovo, an electronics brand, successfully introduced its new mobile phone model in Czech Republic by creating a new art form.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Research Paper

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.

Case Study

This case study explores how LG Centrum System, part of LG Electronics, a South Korean multinational electronics company, ran an international campaign across countries including Germany, France, Spain, Russia, the US and the UK, to launch its new washing machine.