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News

As the nature of TV advertising continues to evolve, marketers no longer have the tools to accurately determine what messages connect with consumers, according to a paper in the Journal of Advertising Research (JAR).

News

NEW YORK: Advertisement typicality, or the extent to which a message is a “good example” of an ad in a given category, may help brands make an impact with their communications around sports sponsorship, a paper in the Journal of ...

Case Study

Oats brand Quaker used radio and social media to help update its image for millennials in the Philippines.

Case Study

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

News

NEW YORK: Green products launched by mainstream brands can suffer when flagging up their eco-friendly credentials using visual cues at the point of purchase, according to a study published in the Journal of Advertising Research (JAR).

Article

This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

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.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Article

This article examines the need for new measurement systems to keep pace with the changing environment, as advertising clutter becomes a major concern.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

News

NEW YORK: Marketers in categories like soft drinks, coffee and wine may be able to enhance their marketing and innovation strategies by thinking about “supertasters”, according to a study in the Journal of Advertising Research (JAR).

News

NEW YORK: Marketers could achieve an “alignment boost” through gaining a deeper understanding of the interaction between content, ads and consumer emotions, according to a paper in the Journal of Advertising Research (JAR).

News

NEW YORK: National brands that move into direct-to-consumer online sales face an often unacknowledged challenge to profit margins, according to a paper in the Journal of Advertising Research (JAR).

News

NEW YORK: Shopping malls need to emphasize their role as fashion hubs, promote shopper socialization and reinvent food courts to help “draw crowds”, a study in the Journal of Advertising Research (JAR) has argued.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

News

NEW YORK: Brands hoping to drive consumer interest using endcaps, the display space given to products at the ends of a retail aisle, may benefit from focusing on the back of the store, according to a paper in the Journal of Advertising Research ...

News

NEW YORK: Marketers and agencies need to constantly evaluate their portrayals of women in advertising and not adhere to standards that may be outdated before a message moves into public distribution, a paper in the Journal of Advertising Research ...

Article

Behavioral economics and neuroscience are among the disciplines that can offer a huge range of insights to brands.