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Case Study

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

Research Paper

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

Article

This article argues that marketers must use customer journey mapping to achieve more than just smoothing the path to purchase; it should also be an opportunity to disrupt and influence.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Using a web survey experiment, this study examines measurement comparability between two radio button questions (fully labelled and endpoint labelled) with slider questions.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

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.

News

LONDON/SAN FRANCISCO: Women on both sides of the Atlantic have given their verdict about which brands deliver the best positive impression, with retailer Marks & Spencer (M&S) winning in the UK while Band-Aid tops the rankings in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of Thomas Cook Group Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the travel market.

Article

This article, taken from the Warc Toolkit 2017 report, explores how developments in virtual and augmented reality are offering new and increasingly viable ways for brands to emotionally engage with consumers.

Article

This event report details how Samsung, an electronics company, is using virtual reality (VR) for consumer research in France.

Case Study

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

Research Paper

This article explores several variables, other than traditional demographic ones, that could improve the accuracy of online survey research.

Article

This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.

Article

This event report considers virtual reality technology and how it can offer marketers and brands new ways to reach consumers.

Article

This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

Article

This article focusses on augmented reality systems (AR) and its sub-category, virtual reality (VR), and the immersive possibilities that they bring to marketers.

Article

Following the recent VW emissions scandal, this article describes a growing crisis in trust and why the old model of public relations is no longer fit for purpose.

Research Paper

This article describes the latest findings of the ARF's FoQ2 initiative, which explored the effectiveness of quota controls in improving the quality of online survey data.

Research Paper

This paper explains how the complexity of the typical purchase journey is contradicting the current methodology of shopping research and introduces a new model to fix this issue.

Article

This article demonstrates how firms can grow profits in Asia by meeting the needs and expectations of the senior market, which has been largely ignored.

Research Paper

This paper details a two-step research process to enable PepsiCo, the food and snacks company, to understand the diversity of food and flavour preferences across India and to develop successful products for different sub-regions.

Article

This Company Profile from Euromonitor provides key details and analysis of Deutsche Lufthansa, owner of airline brands including Lufthansa, Swiss and JetBlue.