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Case Study

This case study shows how Sainsbury's, a UK supermarket chain, made a decision to invest in longer term brand building in order to increase brand loyalty and sales.

Article

This article argues that in a 'new marketing age', brands need to compete for people's attention with more things than ever before - and need to do so by delivering an extraordinary performance.

Article

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Research Paper

Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments.

Article

This report analyses food and beverage trends in the UK based on discussions with 50 leading industry figures.

Article

In today's competitive environment, the major sources of shareholder value creation are the intangible marketing assets of the business such as brands and customer relationships.

Opinion

How can marketers and agencies better align their activities with commercial outcomes? Gurdeep Puri, Founding Partner, The Effectiveness Partnership Half a lifetime ago, I took part in the first ever IPA Senior Advertising Programme, taught by the late Peter Doyle.

Article

Gurdeep Puri, founding partner of The Effectiveness Partnership, asks: 'How can marketers and agencies better align their activities with commercial outcomes?' Feldwick, using his own experience when working on the Hellmann's Mayonnaise account, says it taught him that rigorous analysis and attention to business outcomes could lead to the production of award-winning creative, but at the same time, he discovered that commercial results weren't necessarily at the top of the client's agenda.

Research Paper

Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking.

Research Paper

Scanner-panel data have long been important for understanding advertising’s effects. Although the nature of advertising often has been investigated with scanner-panel data, the nature and value of scanner-panel data itself have rarely been considered.

Research Paper

This guest editorial of JAR considers what the "new normal" of marketing will be and suggests that it will be the digitization of everything, the need for constant change and adaptation affected by the continuous flow of knowledge.

Article

Helen Calcraft, chief executive for Miles Calcraft Briginshaw Duffy, presents the six books she finds the most influential.

Article

This paper argues that although mathematics is an under-employed resource in marketing departments, it is essential to extracting maximum value from the large amounts of customer data being generated by contemporary businesses.

Research Paper

This paper presents a call for creativity, within adaptive structures, to develop new metrics for new media.  It first reviews recent innovations in audience metrics for online media, including some evolving metrics for the Web 2.0 media ecosystem.  It then describes the disciplinary roots of academic research on which the current understanding of audience engagement and persuasion are based.  It further describes current software and hardware developments that are driving a new era of liquid media.  A framework for conceptualizing layers of media delivery and audience engagement that will be enabled by these new technologies is described.  Recommendations are made for collaboration between academics and practitioners in order to rapidly pursue an understanding of advertising effectiveness in this new environment and to develop metrics that can be harnessed to monetize audience engagement, rationalize media expenditures, and create reporting structures for sharing insights.

Article

How to increase your profit when times are tough? We face one of the most challenging business environments for years.

Article

In this article, WARC Online's Carlos Grande discusses the findings from ARF Audience Measurement 3.0, held in New York in June 2008.

Article

This article discusses what makes a brand a 'precious' brand, one that gets talked about and to which users get emotionally attached.

Article

This introduction to Admap's report on branding provides a summary of the key elements required for a healthy brand and how brand health should be monitored.

Article

Good marketing can have a direct impact on shareholder value, which depends on forecasts of future earnings.

Research Paper

This paper investigates the dominance of the information processing model in TV advertising. Despite theoretical and empirical evidence that supports the importance of factors such as emotional content and creativity, the authors show that a rational information-based persuasion model, which pre-dates the development of formal marketing, persists in its domination of almost all TV advertising development and evaluation.

Research Paper

Notions of how advertising works are so deeply embedded in organisational practice that they routinely overrule judgement.

Research Paper

This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in communication that drives relationships.

Research Paper

This paper is about advertising that works on our emotions without necessarily achieving high levels of attention or recall.

Research Paper

The purpose of this paper is to develop a reputation model for higher education programmes, provide empirical evidence for the model and illustrate its application by using Copenhagen Business School (CBS) as the recurrent case.

Research Paper

This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs.