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Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Article

This article argues that big data can either inspire or hinder creativity depending on it is used.

Article

This presentation discusses research using the IPA Databank of case studies, identifying drivers of effectiveness over the short and long term.

Article

Should Tim Berners-Lee's dream of the Semantic Web and the rise of intelligent software that can filter information, mine data and make decisions for us come true, will advertising become just another algorithm, with no need for ad agencies or planners? In this column, Tracey Follows looks at the difference between knowledge and wisdom and argues that planners will always have the wisdom to transform the worldwide web's information into real and useful knowledge.

Article

This paper discusses how marketers can most effectively use PR. Earned media in general, and PR in particular, has often been seen as the poor relation as far as marketing communications is concerned.

Article

This paper discusses advertising to women and the female audience. The following points are highlighted: the position of women in society has changed profoundly in recent years, men and women have statistically different cognitive styles, and different female cohorts respond to ads in very different ways.

Article

Brand loyalty is a commonly-used marketing term which is not precisely defined or understood. Company after company has begun to focus on retaining existing customers as much as, if not more than, on gaining new ones.

Article

This Warc Best Practice paper is an extract from Hamish Pringle and Jim Marshall's 2011 book Spending Advertising Money in the Digital Age: How to Navigate the Media Flow.

Article

This paper discusses advertising to men and the male audience. The following points are highlighted: there is little published data on understanding the male market, men and women have statistically different cognitive styles, men absorb ads differently and men approach shopping in a distinctive way.

Article

Promotional activity is at record levels in many geographies and industries. In the FMCG sector, promotions have risen in most countries in the last three years.

Article

This briefing offers an overview of the history, theories and key trends related to Agency Remuneration.

Article

This briefing offers an overview of the history, theories and key trends related to Sponsorship.

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This briefing offers an overview of the history, theories and key trends related to decision making by consumers.

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This briefing offers an overview of the history, theories and key trends related to Pre-testing or copy-testing.

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This briefing offers an overview of the history, theories and key trends related to Loyalty Marketing.

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This briefing offers an overview of the history, theories and key trends related to In-store marketing.

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This briefing offers an overview of the history, theories and key trends related to Driving Trial. It outlines the development of classic theories of consumer purchasing based on a progression through awareness, interest, evaluation, trial and adoption to more nuanced approaches employing thinking on the need states and unconscious motivation of shoppers.

Article

This briefing offers an overview of the history, theories and key trends related to Mobile. It sketches the progress of mobile marketing from simple SMS to more sophisticated video and location-based campaigns for mobile devices.

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This briefing offers an overview of the history, theories and key trends related to marketing to SMEs.

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This briefing offers an overview of the history, theories and key trends related to Service Brands. It outlines the development of specific approaches to marketing service brands and identifies the key future pressures on this discipline including the need for ongoing customer dialogue, the rise of globalisation and the call for greater corporate transparency.

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This briefing offers an overview of the history, theories and key trends related to Marketing to Men.

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This briefing offers an overview of the history, theories and key trends related to Channel Planning.

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This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of ethnographic research overview.

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New business pitches fell by over 20% in 2009, so agencies need to be competitive. Listen carefully to decipher what the client really wants/needs, and be prepared to distil vast amounts of information into a compelling idea.

Article

This paper outlines key findings from gold-winning entries to the Account Planning Group's biennial Creative Strategy Awards between 1993 and 2007, and is based upon the APG's recently published book of these entries, The Gold Standard.