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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

ATLANTA: There has been a sharp increase in the number of "tobacco incidents" in top-grossing movies over the past six years, according to a new study which calls for films depicting smoking to be re-rated to protect younger viewers.

Case Study

This case study explains how the Salvador Dalí Museum, located in Florida, US, created an interactive exhibition to attract millennial and out-of-state visitors, and promoted the exhibition with a social media video.

Case Study

This case study shows how Google, a tech company, created an educational web platform to entice more girls in the US to learn how to code.

Opinion

Gareth Kay argues that words will never do justice to the best that our brains can create. So it’s time to think less verbally and think more expansively about how marketing communications can work.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Research Paper

This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Case Study

This case study describes how Twinings, a tea marketer, launched its brand of sweet green teas, Twinings' Sweet Greens, in the UK market by adapting its existing green tea packaging.

Article

This event report outlines how Sony Pictures, the movie studio, is using digital media to reach consumers in new ways.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Lipton, Brooke Bond and PG Tips.

Research Paper

This paper examines the challenge for marketing research companies in overcoming consumers’ reluctance to participate in surveys in order to provide decision makers with quality data.

Article

This article outlines four steps tea marketers can take to reverse the decline in their category that is taking place in the UK as drinking habits continue to shift away from, in particular, black tea.

Research Paper

This paper explores the effect of generations in market research, specifically when, why and for whom social and digital metrics provide informational value that traditional research cannot.

Research Paper

This paper proposes that empathy is the emotional token necessary to capitalise on the move toward social media and ever increasing screen time.

Case Study

This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

Case Study

This case study describes a campaign for States United To Prevent Gun Violence (SUPGV), a US charity, to discourage first-time gun buyers from making the purchase with an experiential and digital campaign.

Article

This article provides tips for how marketers can adapt to the era of personalisation, including collecting the right data and understanding when personalisation is good for business.

News

ATLANTA: Ads aired during family-friendly television programming score more highly as regards generating attention and purchase intent according to a new study that comes shortly after the basis of content ratings has been questioned.

Research Paper

The purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, "Consumer's Online Brand-Related Activities" (Muntinga, Moorman, and Smit, 2011).

Case Study

This case study describes how Newby, the tea brand, achieved record-breaking sales in the UK as a result of a redesign taking in the cultural and artistic heritage of the product, to better target Waitrose customers.

Article

This Company Profile from Euromonitor provides key details and analysis of Tata Tea, the owner of brands such as Tata Tea and Tetley.

Article

Ben Dansie, CEO and co-founder of the digital agency Omobono, shares the six books that have influenced him the most.

Research Paper

This paper explores how embracing the Buddhist notion of constant change, and Lego-style adaptability and re-creation, can teach brands to build growing and thriving business models.