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Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Article

This article provides an overview of the behavioural economics concept of loss aversion, the tendency to feel the pain of loss more than the pleasure of equal gain.

News

IRVINE, CA: As his sporting career limps towards its end, Tiger Woods has created a new brand, TGR, that aims to exploit the golfer's global recognition while not limiting itself to that sport.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Case Study

This case study details IBM's US campaign that drove brand value, 'Made with IBM', engaging with the Masters Tournament, and demonstrating how the company has been crucial to their clients' success.

Case Study

This case study describes how MoneySuperMarket, a UK price comparison website, raised awareness with a funny campaign that gained big earned media support.

Research Paper

This paper explores measurement of the long term effects of advertising, finding that though there is significant understanding of these effects, brands pay more attention to the short-term and researchers do not collect and keep enough data.

Article

This report provides insights into how sports content is being viewed and consumed in an increasingly fragmented media marketplace.

News

As well as an interest in wider global trends, Warc's Indian subscribers were focused on rural and young consumers during 2014, according to an analysis of most-read articles.

Research Paper

The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children’s market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity.

Article

This report discusses the influence of celebrities on consumer behaviours, giving a breakdown of different types of celebrities and how their profiles can be used in marketing.

Article

This article covers an interview with Marie Devlin, senior vice president of global advertising, media, sponsorship, and insights, of American Express, the financial company.

Research Paper

This paper describes how the Mobile Giving Foundation Canada (MGFC), supports Canadian charities in their fundraising efforts.

Research Paper

This paper presents the results of a content analysis study that examined the use of celebrity endorsers in magazine advertising.

Article

Corporate social responsibility is often a loose term employed to cover a diverse and constantly-fluctuating set of initiatives.

Research Paper

This experimental study examined what is the optimal decision for a company whose brand is endorsed by a celebrity immersed in a scandal (revoking versus continuing the endorsement) as a function of brand/endorser fit (congruence versus incongruence) and of the veracity of the negative event created by the celebrity’s reaction (denying versus admitting the facts).

Article

In this article, Susan Wojcicki, of Google, outlines "5Cs" that she believes will be central to the future of digital marketing, in the form of Connect, Choice, Charm, Control, and Calibration.

Article

This report compiles US media highlights, advertiser trends and consumer insights across leading sports properties in 2012.

Article

While the use of celebrity in ads is impactful, research has shown that it is also a little less persuasive.

Article

The article starts by asking whether there is any such thing as a sure-fire winner when choosing a celebrity to front a campaign.

Article

Identifying the right celebrity for brands is part-art, part-science. This article identifies six key variables that can determine the best fit that maximises consumer engagement and brand objectives.

Article

In this lecture, Austin Lally, president for Braun and Appliances at Procter & Gamble, advocates sports marketing for global brands.

Research Paper

What is the pay-off to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners.

Article

When harnessed appropriately to a brand and a relevant communications idea, a celebrity can have a powerful amplifying and accelerating effect on people's minds.

Article

In The Marketer's Handbook, Laurie Young reassesses well-known marketing techniques for today's business and, in the process, highlights the truths and misconceptions behind some of the most well-worn marketing techniques.