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Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

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.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

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

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Research Paper

Reveals the findings of research based on cognitive psychology, which measured the effectiveness of video ads to be encoded and retrieved from memory by exposing test ads to consumers in a distracted media environment.

Article

Frito-Lay, a unit of PepsiCo, successfully applied a digital wrap-around strategy to the launch of its new Doritos Blaze snack chips during the 2018 Super Bowl.

Article

The National Football League (NFL) is using eSports as a means to reach multiple audiences thanks to a partnership with Electronic Arts, the gaming company.

News

NEW YORK: Consolidation of local US broadcasters means that a smaller number of stations will go out to more people, as traditional broadcasters attempt to answer the same questions asked of global tech brands.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

News

NEW YORK: The whole point of advertising at the Super Bowl is to find as many engaged viewers as possible.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

Article

Covers WARC's session in Cannes this year: "Lessons from the world's best campaigns", with a recording of the presentations given by Alaina Crystal, strategy director at AMV BBDO London, Paul Bichler, ECD at Saatchi & Saatchi New York and David Tiltman, head of content at WARC.

News

GLOBAL: The World Cup is over for another four years, but its legacy has the potential to change how we watch, and how news organisations report, football forever.

News

ZHONGSHAN, CHINA: Though the recent FIFA World Cup drew attention and ad-spend from some of the world’s biggest brands, it’s a little-known Chinese kitchen brand which is seeing huge buzz as a result of its unorthodox marketing strategy ...

Article

Some audiences – especially young people – are migrating to video-on-demand services from their tradtional TV broadcasters, and this offers challenges (consistent measurement) and opportunities (VOD-specific commissioning) for media owners.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

News

LONDON: Almost one fifth of all ads shown on ITV during FIFA World Cup games were for gambling brands according to a new analysis which shows that betting ads had more screen time than alcohol and fast food commercials combined.

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.

News

LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.