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News

CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

Looks at the history and evolution of Market Leader in response to the marketing industry.

Article

Attitudes toward privacy and advertisement avoidance have not shown any significant differences across generations in extant advertising research.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Article

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.

Article

Many organisations jumped on the customer experience bandwagon without a comprehensive understanding of what a customer experience is and as a result, don’t know what it takes to improve a customer experience, let alone how to take it to the next level.

Article

Today’s marketing leaders must manage customer touchpoints across multiple channels, life-cycle stages and product lines and they must do so while meeting increasing customer demands for real-time, customised communication.

Article

Both the Net Promoter Score and Customer Satisfaction Score have become linked with measuring customer experience and this article offers up a new measurement, with Experience Quality Measurement.

News

GLOBAL: Rakuten, the Japan-based e-commerce firm, has announced Rakuten Coin, a cryptocurrency designed to enhance and extend its existing loyalty system, in a sign the company is attempting to become a first-mover in a potentially lucrative space.

Article

The continued growth of streaming audio platforms and the rise in the use of voice assistants are creating opportunities for brands to communicate with consumers digitally, outside of any visual reference.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

News

BOSTON: Online consumer reviews inevitably include some that are negative and potentially damaging to a brand’s reputation, but new research has found that a swift response from management can actually boost average online ratings.

Research Paper

Identifies the characteristics that are more likely to be in Cannes Lions winners' entries and looks at the dis-equilibrium that is causing many brands to rethink their strategies.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

This Company Profile from Euromonitor provides key details and analysis of Marriott International Inc, the owner of brands such as BVLGARI Hotels, and Ritz-Carlton.

News

CAMBRIDGE, MA: Online data collection and use that run counter to the sort of behaviour one would expect in the real world can have a significant impact on purchase intent.

Article

Explores some of AppNexus' observations surrounding viral content and the current state of ad fraud throughout digital media, offering recommendations to publishers, advertisers and internet users.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.