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Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Case Study

Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

Tide, a US laundry detergent, used the Super Bowl and the internet to celebrate the brand and blur the lines between reality and advertisement.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

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

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.

Article

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

Case Study

This case study looks at how UnitedHealthcare, a health insurance brand, used humour to show it could help make the healthcare system less confusing and expensive in the US with its 'UnitedHealthcare Ways In' campaign.

Case Study

This case study explains how IBM, a technology brand, transformed the clichés of cloud computing with its 'Cloudscape' campaign which ran in the US.

Case Study

This case study explains how Gatorade, a non-alcoholic beverage brand, turned the Super Bowl into a platform for brand engagement through the use of Snapchat.

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.