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Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Case Study

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

Case Study

This case study describes how security technology company F5 Networks took a content-first approach to target C-level IT leaders, globally.

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Article

This event report addresses how Microsoft, the technology giant, developed a new tool for pre-testing digital ads.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

This article explores the enduring power of creative intuition in an increasingly data-driven world and how agencies can find a balance to best serve clients.

News

ORLANDO, FL: Marketers should treat the Media Rating Council's (MRC) viewability standards as a valuable base rate – but not an endpoint – for their digital measurement efforts, a leading executive from HP has suggested.

Article

This event report outlines how HP, the information technology group, is tackling the issues of ad viewability and reliability in digital measurement.

Article

This article argues that companies should re-examine traditional notions of what careers and work actually mean, and adapt old-fashioned conceptions to the present day.

Article

This article covers how marketers can navigate Singapore's new influencer marketing transparency guidelines.

Research Paper

This paper examines the potential impact of the 'Internet of Things' (IoT) on market research and how it can be used to understand the needs and satisfaction of customers and research participants.

Case Study

This case study describes how Currys PC World, the last specialist electronics retailer on the UK high street, took a new advertising approach to increase sales in a declining market.

Case Study

This case study shows how Singtel, a telecom brand, created a week-long event campaign in Singapore to grow its customer base and brand loyalty.

Article

This article looks at the different methodologies that can be used to employ agile marketing and how it can be used effectively.

Article

This event report outlines how HP leverages various digital tools and data sources to help drive demand for its printers.

Case Study

This case study explains how HP, the technology company, promoted its new Pavilion x360 laptop in the US with social media, a competition and creative influencers.

Case Study

This case study details how Intel, a technology company, grew its World Password Day event to raise awareness of internet security in the United States.

News

NEW YORK: The Association of National Advertisers (ANA) is forming a new group to pursue the "advancement of multicultural marketing", with founding members including Anheuser-Busch, Coca-Cola and Procter & Gamble.

Research Paper

This paper explores the effect of generations in market research, specifically when, why and for whom social and digital metrics provide informational value that traditional research cannot.

News

NEW YORK: BBDO, Fred & Farid, and a number of other leading agencies that work for HP have been told by the technology group that they must improve the diversity of their staff.

Case Study

This case study describes HP, the American multinational electronics company's 'Lips are Movin'' video creation, for music artist Meghan Trainor in the US, which was the first music video created entirely by social influencers.

Article

This event report addresses how Facebook Messenger's chatbots can potentially help brands reach consumers, as well as areas where further development in this technology is needed.