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Article

This essay argues that to respond to the changing, digital world, brands need to adopt 'triangular' communications.

Article

Despite their size, convenience stores (C-stores) wrestle away a big market share from other types of stores: there is now one C-store for every 2,000 people in the US and year-over-year sales grew 4.9% in 2012, compared to 3.7% growth for the marketplace overall.

Article

This paper provides an overview of the infomercials and direct response TV industry, primarily in the United States.

Article

This briefing offers an overview of the history, theories and key trends related to Branded content. It summarises, briefly, the development of the genre and highlights some core issues for marketers utilising branded content strategies.

Article

The focus of this chapter of From Prime Time To My Time is television, often the first communications channel a mass marketer thinks of when planning to launch a new brand or support an existing one.

Article

The American Association of Advertising Agencies' decision to offer international associate membership, to rebrand as the 4As and to increase ethnic diversity in the U.S.

Article

This article reviews the historical development of seeking to measure psychological and subconscious influences on people’s responses to advertising and brands.

Article

As old as television itself, branded entertainment is undergoing a digital renaissance as it becomes an increasingly viable way to connect brands and consumers.

Article

This article details Millward Brown Optimor's BrandZ Top 100 Rankings 2008, an annual study which identifies the most valuable global brands.

Case Study

In 1997 Texaco was the fifth-largest marketer of crude oil, natural gas, and other related products. On the list of rival companies that were outperforming Texaco were the Exxon Corporation, the Royal Dutch/Shell Group, BP p.l.c., and Mobil Corporation.

Case Study

ESPN began in the late 1970s as the first 24-hour cable channel devoted exclusively to sports news and the airing of such minor sports as Australian Rules football and tractor pulls.

Research Paper

It is one of the accepted wisdoms of sponsorship literature that there should be a good fit between sponsor and sponsored.

Article

Argues that the US `upfront' system of television network media buying is not working well for advertisers.

Article

In this perceptive article, Anholt examines the changing status of brand America and how its once desirable image and values have become tarnished in the eyes of the world outside the US.

Research Paper

Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States.

Research Paper

This study presents the first analysis of the impact of NASCAR sponsorship announcements on the stock prices of sponsoring firms.

Article

Commercial Alert, a consumer group, has petitioned the Federal Trade Commission (FTC) and Federal Communications Commission (FCC) to require real-time disclosure of product placements in television programs.

Research Paper

Split book yellow page tests randomly distribute different versions of the test advertisement in the same market at the same point in time allowing direct assessment of the customer pulling power of different sizes or types of yellow pages advertisements.

News

Peter Mead, founding partner of the UK’s top-billing agency Abbott Mead Vickers BBDO – and a living rebuttal of the axiom that nice guys finish last – was named by Omnicom Group Tuesday to head its new Omnicom Europe unit.

News

Oil giant Chevron Texaco is looking for a shop to handle its $100 million (€103m; £66m) global media duties as it consolidates its post-merger worldwide marketing efforts.

News

Shell Oil, part of Royal Dutch/Shell Group, has agreed to buy automotive consumer products giant Pennzoil-Quaker State for $1.8 billion (£1.3bn; €2.1bn), plus a further $1.1bn in debt.

News

Anglo-Dutch petroleum titan Shell Oil announced Friday the massive coast-to-coast rebranding of around 13,000 former Texaco gas stations.

News

Newly created energy giant ChevronTexaco is planning a global consolidation of its ad duties and agency rosters.

News

February’s Olympic Winter Games in Salt Lake City are proving a major attraction for marketers, despite the sluggish economy.

News

Barely one month after its formal merger on October 9, combined oil giant Chevron Texaco has put its global creative advertising business up for review.