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Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This short report summarises the results for Australia & New Zealand from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article outlines five key questions marketers should consider when implementing event technology as part of experiential activations.

Case Study

This case study shows how Nissan, a car brand, successfully increased sales by engaging some of its core customers in unusual locations in Japan.

Case Study

This case study shows how Checky, a Polaroid camera, successfully repositioned itself in the Chinese market by embracing its analogue nature rather than competing with emerging technologies.

Case Study

This case study describes how a memorable campaign helped Fuji Xerox New Zealand sell the new Fuji Xerox Color 1000i, the first digital press capable of printing metallic silver or gold.

Case Study

This case study describes how Fuji New Zealand launched the Fuji Xerox Versant 2100 digital printer in a groundbreaking way by producing an immersive marketing experience that culminated in a runway event showcasing garments printed solely on the new device.

Case Study

This case study details how AIA Life Insurance Group, the main sponsor for Superstar K7 (Korea's version of American Idol), was able to emphasise the encouraging aspect of the AIA brand by developing a way for a mother with a language disability to sing to her daughter.

News

SYDNEY: Animals and a sense of danger play well in viral videos but the key to success is having them picked up by online news organisations which can help turn a local coup into a global sensation.

Article

This short report summarises the results for Australia & New Zealand from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Case Study

This case study looks at the launch of the Fuji Xerox Versant 2100, a new digital printing press designed for small- to medium-sized businesses.

News

LONDON: Growing adoption of smart devices has helped Google to cement its dominance as the world's largest media owner, according to new global rankings.

Case Study

This case study explains how Fuji launched an industrial wide format printer in New Zealand, with a military themed competition that appealed to its technical audience whilst showcasing the product's capabilities.

News

LONDON: Google remains by some distance the world's leading media company but there are signs that the current order is set to change as a new report reveals two Chinese businesses have joined the top rankings.

Research Paper

This paper describes the importance of the toilet in people's lives, especially to the global emerging middle class, and uses this to reveal some wider lessons for market research.

Article

The 16th annual Global Powers of Retailing report identifies the 250 largest retailers around the world for the 2011 fiscal year.

Opinion

Summer's officially over, Labor Day celebrated, so welcome back to work. We hope you had the chance to follow Mr.

Article

With sponsors paying millions of pounds to become officially linked to major sporting events such as the 2012 Olympic Games, the likelihood of ambush marketing is ever present.

Research Paper

This study investigates the effect of 3-D product visualisation on attitude accessibility and attitude confidence, two non-evaluative dimensions of attitudes that have not been studied in previous research.

Research Paper

As a shortcut for mobile input, quick response (QR) code is increasingly being integrated in cross-media advertising campaigns in many countries of the world.

Article

This report identifies the 250 largest retailers around the world and examines trends for retailers to consider as they plan their growth strategies.

Research Paper

This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the authors advocate a rethinking of current research paradigms in the industry and suggest an interdisciplinary and multi-perspective angle on 'researching the senses', that ensures sensory factors are included in future projects.

Case Study

In a market where competitors had tried but failed to convince consumers that digital printing could rival the quality of traditional off-set printing, Fuji Xerox New Zealand needed to pique the interest of market sceptics and prove that their COLOR 1000 PRESS would surpass expectations.

News

BOSTON: AT&T, the telecoms giant, has won the Best in Show prize at the 2011 Direct Marketing Association International ECHO Awards  for an integrated campaign called "The Last Text".