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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.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Case Study

This case study shows how Heinz, a condiments brand, used small wiener dogs in hotdog costumes to promote its condiments during the US Super Bowl.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Case Study

This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.

Case Study

This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.

Article

This article provides marketers with information and guidance about combining TV and digital media strategies.

News

CHICAGO: Ford, the automaker, has successfully promoted its trucks through a partnership with the National Football League (NFL), which represents a good fit for the brand and can be activated in extremely diverse ways.

Article

This event report outlines how Ford, the automaker, promoted its "Super Duty" truck through an expansive partnership with the National Football League (NFL).

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

News

LOS ANGELES: Toyota, the automaker, has successfully demonstrated how to connect with NASCAR racing fans by using Twitter as an engagement driver.

Article

This event report looks at how Toyota, the automaker, used Twitter to engage consumers during the Daytona 500, the biggest event on the NASCAR racing calendar.

Article

This article summarises how the brands Ford, ADT, Oreo and IBM overcome challenges in marketing, providing tips on how to stay relevant and innovative.

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 how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.

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.

Article

This article demonstrates how Levi's, the fashion brand, leverages storytelling to remain at the forefront of culture.

Article

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

Case Study

This case study describes how Amazon, the e-commerce retailing giant, used the Super Bowl to advertise its new Amazon Echo product in the United States.

Case Study

This case study describes how Intuit Inc., a financial software company, advertised its TurboTax software brand in the United States.

Case Study

This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.

Case Study

This case study explains how Snickers, the confectionery brand, used a Super Bowl ad and a series of content to grow sales in the US.

Case Study

This case study describes how England Rugby 2015, the task force behind hosting the Rugby World Cup competition in England, launched a campaign celebrating the tournament to sell tickets and exceed its revenue target.

Case Study

This case study demonstrates how Coca-Cola, the soft drinks brand, found a way to connect with India's young people and grow affinity, by using insight into their personality and aspirations.