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News

NEW YORK: The balance between global and local brands is tilting towards the former in many categories, new research from Nielsen indicates.

News

NEW YORK: “Reward” ads in gaming apps, which offer players free items to enhance their experience in return for interacting, are impactful on a variety of metrics, according to a study in the Journal of Advertising Research (JAR).

News

NEW YORK/CAMBRIDGE: Psychological traits identified from a single “like” on Facebook can be used to create targeted ads that boost both clicks and sales, a new academic study has found.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

News

NEW YORK: Sex exerts the strongest effect on consumer attitudes among seven different appeals commonly used in advertising, according to a study published in the Journal of Advertising Research (JAR).

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Research Paper

Livon Hair Gain Tonic, a hair regrowth solution for men, examined how guided meditation can be used as an alternative approach for studying implicit associations in India.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

News

NEW YORK: For decades, the consumer-socialization process has relied heavily on parental influence, and a paper in the Journal of Advertising Research (JAR) aims to “offer renewed perspectives” on this subject.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Barbie, the toy brand, increased sales in Asia by demonstrating the transformative power of imaginative play on children in a digital video and social media campaign.

News

NEW YORK: Heritage brands face a constant question about whether to put their legacy at the heart of advertising messages, and new research in the Journal of Advertising Research (JAR) offers useful tips on this subject.

Case Study

Men's suiting brand Raymond Limited championed women in an eye-catching Father's Day campaign on social media.

Article

Voice is fast becoming a mainstream interface, and brands are integrating the technology in a variety of ways.

News

NEW YORK: The frequency of using a particular type of media seemingly increases consumers’ trust in advertising through that channel, according to new research published in the Journal of Advertising Research (JAR).

Article

This article looks at poor health literacy and how it can be improved with behavioural science, which is aiding better comprehension among patients.

News

NEW YORK: It will be no surprise to marketers that consumers like receiving products and services at no cost, but a new examination of free and paid-for apps has found that pricing in the mobile ecosystem can yield counter-intuitive results.

Case Study

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.

Case Study

Sugar Smart, a health app, successfully helped UK parents cut their children's sugar intake, and became the most popular app on launch week.

Case Study

Jolly Rancher, a US candy brand, overturned a 4 year sales decline by rebranding its product and heavily relying on social listening and targeted content.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.