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Research Paper

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

Opinion

The great houses of Westeros, from HBO’s Game of Thrones operate much like corporations. There are executives (lords), subsidiaries (vassal houses), and hostile takeovers (wars).

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Article

This article offers insights into the online behaviours of consumers in Japan and Taiwan, and whether traditional consumer surveys need include passive tracking data.

News

NEW YORK: Mobile email opens have nearly doubled over the past five years and more than half of emails are now opened on mobile devices, according to new research.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how MEDCOM, a TV channel in Panama, promoted a local news segment by focusing on potholes and social media.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.

News

CANNES: Oath, the new media company created from the merger of Yahoo and AOL, does not envisage taking on the internet giants head-to head, but instead intends to seek a "differentiated" relationship with consumers, its chief executive has said.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Case Study

This case study describes how security technology company F5 Networks took a content-first approach to target C-level IT leaders, globally.

Case Study

This case study explains how Coca-Cola used social media to send a message against prejudice in the Middle East, during Ramadan.

Case Study

This case study describes how food brand Knorr used branded content to increase the frequency of home cooking in Taiwan.

Article

This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.

News

TOKYO: Following record losses, McDonald's Japan needed to understand its customers and rediscover what made the brand important to them.

Article

This article explores how McDonald's was able to turn around its ailing brand in Japan to revitalize and re-engage customers with an emphasis on digital content, customer experience and extensive market research.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Case Study

This case study explores how the ABS CBN Foundation, a non-profit, non-governmental organisation, launched a local campaign in Manila, Philippines to raise awareness of the city's polluted rivers, by collaborating with artists.

Case Study

This case study shows how Muthoot Fincorp, a financial services company, successfully engaged with its Indian audience through its partnership with the famous movie star Rajnikanth and his movie, Kabali.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.