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News

HOLLYWOOD, FL: Carmaker Mazda is seeking to reach "premium" consumers – a group it defines in terms of engagement and meeting certain psychographic criteria, rather than only using financial metrics.

Article

This event report outlines how Mazda, the automaker, has rebuilt its brand for the digital age.

Article

This article shows how Supercheap Auto, an Australian automotive accessories brand, used sponsorship of the Bathurst 1000 race to create an experiential retail success second only to Christmas in sales revenue.

Research Paper

This article looks at how the use of heuristics in ads can predict the effectiveness of campaigns, suggesting they are important in decision-making.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

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.

Article

This event report outlines how McDonald's, the restaurant chain, is transforming its brand to serve consumers' evolving tastes.

Case Study

This case study describes how Volkswagen, the car manufacturer, promoted its new Jetta model in Malaysia with an organic influencer strategy.

Article

This article helps agencies, brands and media owners understand the growing trend of chatbots, automated tools which can serve various consumer needs.

News

SYDNEY: Australian consumer confidence has dipped amid uncertainty over the outcome of Sunday's general election but it remains above the long-term average.

Case Study

This case study describes how Volkswagen, a mid-range car brand in Hong Kong, created a test drive campaign to bring the brand experience to new drivers.

News

LONDON: Volkswagen has announced that 1.2m vehicles in the UK could be affected by the software used to rig diesel emissions tests and is setting up a "self-serve" process for owners to see if their car is one.

News

SOUTHFIELD, MI: More than half (52.8%) of US car buyers kept to the same brand when buying a new vehicle in the first quarter of 2015, the highest loyalty rate for a decade, according to analysis of recent car sales.

Case Study

This case study explains how Volkswagen increased test drives and sales of its new Polo car model in Hong Kong by helping newly qualified drivers improve their skills and gain confidence.

News

AUSTIN, TX: Mazda USA, the auto marque, is now directing the majority of its marketing efforts through digital channels, reflecting the rapidly changing habits of consumers.

Article

This event report addresses how Mazda USA, the automaker, is leveraging digital media to engage consumers, whether they are actively looking to buy a car or not.

Research Paper

Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM).

Case Study

This case study explains how Ford, the automotive company, repositioned itself in Australia by removing its badging to overcome irrational negative perceptions.

Case Study

This case study describes how Japanese automotive company Mazda promoted its supermini car Mazda2 in New Zealand.

Article

In this article Sir Martin Sorrell, chief executive of WPP Group, outlines the company's collaborative 'Team' model for servicing clients, as well as the challenges and opportunities presented by the digital revolution.

Case Study

This case study explains how Jeep, the auto brand, increased sales in Australia with a campaign that improved consumer perceptions of the marque.

Article

This article explains the concept of 'media barter' - the exchange of products or services as part of a media buying deal.

Research Paper

The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry.

Article

This primer seeks to understand the value of in-image ads for marketers to reach consumers.

News

TOKYO: Automotive and electronics brands dominate the top ten Japanese global brands while telecoms and financial services lead the field among the country's domestic brands, according to Interbrand.