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News

CUPERTINO, CA: Rumours of Apple’s entry to Hollywood received credence yesterday, as reports surfaced that the company had set aside roughly $1 billion to procure and produce original video content over the next year.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

News

MUMBAI: A range of broadcasters are expected to bid for the media rights to the India Premier League – the tender process opens today – as competition heats up in the sports viewing category.

Case Study

This case study explains how Norton, a computer security brand, used a series of short digital films to improve awareness of security and the Norton brand in a global campaign.

Case Study

This case study shows how Good Knight, an insecticide brand, successfully increased sales and raised the Indian audience's awareness about Dengue.

Article

This article explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.

Case Study

This case study explains how electronics company Sony re-imagined the in-store demo to promote a new smartphone model in the UK.

Article

This article explores Samsung's investment in virtual reality (VR) and its quest to becoming "the YouTube of VR".

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Article

This article explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

Article

This event report explores how behavioural economics should look outside of the individual in order to understand the social influences that affect people as well as the discipline of behavioural economics itself.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

News

MUMBAI: Samsung, the South Korean consumer electronics giant, is the brand that Indian consumers trust the most, according to a listing of 1,000 brands in the country.

Research Paper

This paper explores the different types of TV audiences in Latin America and attempts to identify any changes in TV consumption within the region, using both quantitative and qualitative approaches.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

Research Paper

This article surveys the habits of Generation Z, a cohort that spends an average of 30 hours per week on their smartphones with much higher shopping on mobile than older generations - as well as being aspirational and much more trusting of both people and brands.

News

MUMBAI: With the first ball in IPL 10 soon to be bowled, broadcaster Sony Pictures Network (SPN) has sold all its advertising spots and reached its target of generating Rs 1,300 crore in advertising revenue.

Case Study

This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

Research Paper

This Speaker’s Box article looks at the role of marketing in cybersecurity, particularly in regards to preparing for and managing the consequences of data breaches.

Case Study

This case study describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

News

MUMBAI: Media spending was the biggest single driver of the Indian sports sponsorship market in 2016, increasing by almost a quarter and accounting for over half of the total, new data has shown.