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Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Research Paper

This article discusses the findings from a 2015 large-scale global empirical study conducted by Kantar Vermeer in order to provide readers with a practical roadmap to customer-centric revenue growth.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Case Study

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.

Research Paper

This research explored whether advertisements can insult consumers by underestimating their intelligence.

Case Study

This case study describes how Special K, a breakfast cereal brand made by Kellogg, entered the frozen handheld breakfast food category in response to a shrinking cold cereal market.

Article

This Company Profile from Euromonitor provides key details and analysis of Mondelez International, the owner of brands such as Fruit2o.

Research Paper

This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer.

Article

This Company Profile from Euromonitor provides key details and analysis of Bimbo SA de CV, Grupo, the owner of brands such as Oroweat and Thomas.

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 Company Profile from Euromonitor provides key details and analysis of Kraft Foods, the owner of brands such as Philadelphia, Milka, Cadbury's Dairy Milk and Oreo.

Article

This article analyses how social media has changed the way celebrity branding influences consumers and provides recommendations for how to employ celebrities in this arena, drawing on examples from China.

Article

Warc's Innovation Casebook examines different types of innovation in communication. The eight chapters include case studies drawn from the Warc Prize for Innovation, and puts the thinking behind the campaigns in context.

Research Paper

Social media websites such as Facebook, Twitter, YouTube, and Foursquare provide consumers with tremendous opportunities to create and disseminate brand-related content and product usage information around the world.

Article

Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives.

Research Paper

This study investigates the choice of consumer research methods in the fuzzy front end (FFE) of the new product development (NPD) process.

News

NEW DELHI: Unilever, the FMCG giant, is continuing to develop its product portfolio both to overcome the challenge from private label products and to exploit the potential of emerging markets like India.

Article

This Company Profile from Euromonitor provides key details and analysis of Lotte Group, the owner of brands such as Xylitol.

Article

This Company Profile from Euromonitor provides key details and analysis of Sara Lee Corp, the owner of brands such as Douwe Egbert, Pilão and Senseo.

Article

This is the full version of a Warc Trends report on shopper marketing (a summary version is also available on Warc).

Research Paper

The FTC envisions the Children’s Advertising Review Unit (CARU) and the Children’s Food and Beverage Advertising Initiative playing lead roles in self-regulatory efforts to address advertising’s contribution to childhood obesity.

Case Study

While tourism is one of the fastest growing sectors in the global economy, Canada consistently lost market share in the seven years up to 2009.

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.