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News

LAS VEGAS: Sony, the electronics group, is closing the gap for consumer engagement from the "last mile" to the "last inch", reflecting its aim to drive powerful emotional responses with its products.

Article

This event report outlines how Sony, the conglomerate active in categories including electronics, music and film, is seeking to build products capable of emotionally engaging consumers.

Article

This article argues that in a 'new marketing age', brands need to compete for people's attention with more things than ever before - and need to do so by delivering an extraordinary performance.

Article

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

Article

This article gives a brief overview of the history of planning, from the 1960s to 2010s, picking out key developments including landmark articles published in Admap magazine.

Article

This report discusses issues around content produced by brands as consumer behaviour changes and brands become more like media owners.

Article

This paper examines in detail the relatively new field of neuromarketing. It looks at the methods currently in day-to-day use for measuring non-articulated or pre-conscious consumer response.

Opinion

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the notion that creativity is all about ideas.

Article

For many people, the ideas of innovation and creativity are inextricably linked, but, say Binet and Carter, things don't have to be new to be creative.

Article

Some brands, such as Apple and L'Oreal, have very successful brand portfolios, while others get it wrong with a brand architecture that is a confusing mess of sub-brands.

Article

A round-up of presentations from the Edinburgh International Marketing Festival 2012. Key themes emerging from the presentations include: marketers believe that advertising should be more about science than art – though many also agree that both are essential to produce successful campaigns; agencies are adapting to shifting trends in their daily working practices, with account allocation, office space and the possibility of getting into NPD all under consideration; and, among the digital trends that are reshaping these practices are the rise of gamification, "responsive design" and the increasing use of social media in corporate PR.

Opinion

Is advertising success achieved through incremental research, careful checking of data and sound planning – or is it more to do with the creative "eureka moment"? This "science vs art" question has troubled advertising's biggest brains for decades.

Article

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

News

TOKYO: Sony, the consumer electronics group, is seeking to undertake a transformation programme to reverse a long-term decline in its position across several core categories.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

Research Paper

Modern marketers seek new research paradigms to explore preconscious, nonverbal stages of consumer behavior, often turning to brain science because some mental processes, particularly those underlying conscious awareness, may be better understood by analyzing neurophysiological reactions.

News

NEW DELHI: Major electronics brands like Samsung, LG and Panasonic are stepping up their efforts to boost demand for web-connected TVs in India.

Article

With the advent of social media, search engine results are likely to feature not only a company’s website, but its Twitter or LinkedIn pages, Facebook, video, images and user-driven content, such as reviews.

News

Articles discussing digital marketing trends and semiotics were the pieces from Admap magazine that secured the greatest interest from warc.com subscribers in 2010.

Article

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

Article

This briefing offers an overview of the history, theories and key trends related to Social Media. It gives a short summary of the development of social media as reflected in the rise of Facebook, YouTube and Twitter.

News

NEW DELHI: Consumer electronics companies such as Sony, Panasonic and Samsung are all competing to attract Indian viewers to the new generation of web-enabled TV sets.

News

DUBAI: Major advertisers such as Sony, McDonald's and Hyundai are all seeking to leverage their official connections with the World Cup to engage shoppers in the Middle East.

Research Paper

This paper examines the use of real time Experience Tracking in measuring retail experience, using a case study of research carried out for LG Electronics by planning group MESH.

Opinion

First a big thank you for the encouraging comments to previous posts– much appreciated. I'm prompted to post once more on the subject of pre-testing by two recent events.