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Article

This event report outlines how PNC, the financial services group, approaches sponsorship.

Article

This event report addresses how Alaska Airlines, the air carrier, uses sponsorship to enhance its brand goals.

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.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Article

This article provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

News

CHICAGO: Ford, the automaker, has successfully promoted its trucks through a partnership with the National Football League (NFL), which represents a good fit for the brand and can be activated in extremely diverse ways.

Article

This event report outlines how Ford, the automaker, promoted its "Super Duty" truck through an expansive partnership with the National Football League (NFL).

News

GLOBAL: In 2016, six billion hours of eSports were consumed - much of that in China - in a 19% year on year increase, but the slow pace of adspend suggests backers will have to play the long game, a new report shows.

Article

This article explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

This article provides the best habits of ANA Multicultural Excellence Award nominees and winners to gain an insight on how to apply multicultural marketing successfully.

Article

This article demonstrates how Levi's, the fashion brand, leverages storytelling to remain at the forefront of culture.

News

LONDON: The National Football League (NFL) has hosted regular season games in London since 2007, but now the organisation wants to ramp up its presence in the British capital by creating a sustainable fanbase.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Case Study

This case study describes how Intuit Inc., a financial software company, advertised its TurboTax software brand in the United States.

Case Study

This case study details how CrownBet, an online betting platform, encouraged people in the Australian market to bet on US NBA games.

Article

This paper reports on the findings of the IAB Video Center of Excellence, which undertook desk research, alongside consultation with practitioners and industry experts to provide perspectives and insights on the video advertising ecosystem.

News

MADRID: The success claimed by one of the world's biggest football clubs since shifting its TV content onto Facebook Live not only highlights the way in which social offers greater reach than traditional channels but also the threat that OTT is set ...

Article

This event report outlines how Jordan, the sportswear brand owned by Nike, has leveraged personalisation and one-to-one messaging to engage young consumers.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Article

This event report outlines the criteria considered by Marriott International, the hotels group, when formulating partnerships and creating its own events.

News

CHICAGO: Marriott International, the hotels group, is using buzz marketing to help "reinvent" the way it connects with millennial consumers.

Article

This event report outlines how Marriott International, the hotel group, is using buzz marketing to engage with millennials.

Article

This event report outlines how Anheuser-Busch InBev, the brewer, is evolving its sponsorship strategy.

Article

This event report outlines how PepsiCo, the food and beverage group, has enhanced its in-house capabilities to create content with the formation of the "Creators League".

Case Study

This case study explores how the Microsoft Surface Pro 3 positioned itself as a laptop in the US, challenging the category leader, Apple's MacBook Air.