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Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

News

NEW DELHI: The children’s TV genre in India is expected to grow at least in line with the wider TV market this year, despite a minority watching kids’ TV channels, according to industry figures.

News

NEW DELHI: Music streaming contributed 27% growth to the Indian music industry last year, which saw overall revenues increase from Rs 570.7 crore (US$85.78m) in 2016 to Rs 725.6 crore in 2017.

Case Study

PlayStation, the games console brand, used an integrated campaign with a focus on social media to connect with casual gamers across Southeast Asia.

News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

News

DÜSSELDORF: Marketers are taught that brands should be consistent in their marketing activities but it is the element of surprise that achieves the cut-through they are looking for.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Article

This book by Paul Armstrong aims to offer an understanding of the big technological changes ahead, such as AI and blockchain.

Article

Both the Net Promoter Score and Customer Satisfaction Score have become linked with measuring customer experience and this article offers up a new measurement, with Experience Quality Measurement.

Article

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

News

MUMBAI: India is powering revenue and profit growth for regional pay-TV broadcasters in Asia Pacific, according to new research.

Gunn Report

Contains the creative for the 'Gravity Cat' campaign for Sony Gravity Daze 2 by the agency Hakuhodo in Japan.

News

MUMBAI: The Indian national cricket team’s first major international tour of the year to South Africa is attracting peak audiences and investment from brands as Sony Pictures anticipates “chock-o-block” sales.

Case Study

Sony Pictures, an American entertainment company, put together an interactive OOH campaign that introduced the characters of its new film, The Emoji Movie, in a fun and creative way.

Article

Management of data risk should be seen as an opportunity, rather than a box-ticking exercise, for organisations to build stronger customer relationships.

Article

Looks at the current market for TV in India and discusses its future in the midst of new digital technologies and changes in viewership.

News

SAN FRANCISCO: YouTube is reportedly working on plans to launch a new music streaming service as early as March 2018 in what amounts to the third attempt by parent company Alphabet to challenge rivals Apple Music and Spotify.

Case Study

Peperami, a pork sausage snack brand, and Sony Pictures, an entertainment company, collaborated to produce a campaign, in the UK, that placed the Peperami animal in Sony's new Angry Birds film to promote the movie and increase Peperami's sales.

Case Study

Huawei, a telecommunications brand, created the 'From Snap to Shoot' campaign in Ireland to promote the Huawei P9 and its mission to reinvent smartphone photography.

Case Study

Star Plus, the number one Indian entertainment TV channel, faced challenges from a competitor channel and implemented a strategy to maintain its leadership.

Case Study

Indian app Krispy increased its consumer retention with the development of a video recommendation engine.

Article

Surveys some ways in which market research organisations need to adapt their mindsets to stay relevant in the modern insight pipeline and data dispensation, as facilitated through technology.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

News

MUMBAI: Concerns about the slow recovery of India’s advertising market in 2017 have been allayed to a great extent by reported growth of 15-20% during the recent festive season.