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Article

This article discusses how emotional influencing in brand building campaigns is being increasingly explored and adopted as a key strategy for long-term customer engagement.

Article

This article discusses the future of brand consultancy, arguing that the current model is not fit for purpose; the new breed must place consumer insight at its heart.

Case Study

This case study describes how the Lincoln Motor Company re-established itself in the American automotive market by using Matthew McConaughey as an authentic brand voice.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

Article

This article discusses the irrationality of many consumer choices, using examples of the 'Saab driver' to represent rational, conscious thinking and 'a rider on an elephant' to illustrate sub-conscious thinking.

Article

This article explores the success of automotive advertising in the UK by analysing a range of winning IPA Effectiveness case studies.

Case Study

Volkswagen needed to penetrate the growing eco car category in Sweden but it lacked the patriotic appeal of Volvo and the green appeal of Toyota.

News

NEW YORK: Hyundai, Ford and Honda are the auto brands enjoying the highest levels of loyalty among US consumers, a study has found.

Research Paper

Complex phenomena such as advertising are difficult to understand. As a result, extensive and repeated testing of diverse alternative reasonable hypotheses is necessary in order to increase knowledge about advertising.

Article

This paper provides an overview of the motor vehicles and passenger car bodies industry in the United States.

Article

This paper provides an overview of the global motor vehicles industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the global motor vehicle parts and accessories industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the micromachines and nanotechnology industry, primarily in the United States.

News

BEIJING: Automotive brands based in China are unlikely to attain a global status in the near future, despite the fact their home country is now the category's biggest market worldwide.

Article

The address of Randall Rothenberg, president/ceo of the U.S. Interactive Advertising Bureau, to the opening session of the organization's annual leadership meeting is the focus of this article.

News

DETROIT: A number of US auto consultants are questioning whether General Motors, which recently emerged from a US government-sponsored reorganization, is "lean and mean" enough to compete effectively with the likes of Toyota and Honda .

Case Study

A 2008 campaign for Audi in America. Objectives: get Audi talked about as a luxury car, popularise the brand, improve awareness and image, close the consideration gap with Tier 1 competition, increase market share in the Import High Group.

News

NEW YORK: Interpublic Group, the US-based advertising holding company, has reached an agreement with its lenders, led by Citibank, as it seeks to prepare for the possible bankruptcy of General Motors, the ailing automaker, which is one of the ...

News

WOLFSBURG: European car consolidation is proceeding apace and VW has beaten volume rival Fiat to the punch by agreeing to merge with 51% shareholder Porsche .

News

DETROIT: As Chrysler heads for Chapter 11 administration, Omnicom's BBDO Detroit has emerged as its second-largest unsecured creditor, waiting on $58.1m (€51.8m, £39.1m).

News

TURIN: Fresh from gaining a 20% stake in Chrysler, the stricken US carmaker, Fiat has outlined its plans to create a car supergroup with the acquisition of General Motors' European car businesses that span Opel in Germany, Vauxhall in the UK and ...

Research Paper

Using a non-parametric data envelopment analysis (DEA) approach, this paper compares the price of each car model in a segment of the personal car market with the best possible price in view of the technology available given its particular combination of characteristics.

Article

If Web 2.0 represents a new stage in consumer technology, the next wave is all about Enterprise 2.0 - putting those tools to work in organizations.

News

DETROIT: As the crepitus of recession crunches on a decade of snafus by Motown's big three automakers, the rattle of begging bowls is heard loud in the land.

Research Paper

Marketers have for a long time ignored the importance of the human senses in advertising, especially concerning how sense expressions like scent, music, design, taste or texture contribute to the image of a brand.