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Case Study

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Case Study

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Article

A global outlook on health and wellness packaged food, with information on the leading companies and brands, top five trends shaping the industry and market snapshots.

Article

Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

Whirlpool, a home appliances manufacturer, created a laundry program aimed at reducing, and raising awareness of, chronic student absenteeism from school in the US.

Case Study

Hyundai Motor Company, an automotive brand, created an online film that completed the unfinished expedition of Sir Ernest Shackleton using a Hyundai car, in order to increase brand awareness globally.

Article

A look at the risks and rewards of advertising during the FIFA World Cup whether as an official sponsor or simply engaging with the World Cup on social media.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Article

This article looks at portrayals of female beauty in advertising and examines the limitations of the thin ideal.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Case Study

Duracell, a battery manufacturer, launched the Big Battery Hunt campaign in the UK to encourage consumers to recycle their old batteries.