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Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Case Study

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

Case Study

ADT, an alarm system brand, launched a campaign in the UK to increase brand recognition and preference.

Research Paper

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Article

Discusses how the same copyright regulations that guide advertising on traditional platforms also apply to social media platforms and explains what brands need to avoid in order to steer clear of copyright infringement.

Case Study

Day One, the UK non-profit for trauma care, rebranded itself from Yorkshire Trauma Services to drive awareness across the country and increase funding.

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

Article

Social media crises are an increasingly common issue and can be managed by dividing the response into four key stages.

Research Paper

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Tiffany & Co.

Case Study

Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.

Case Study

Sunsilk, a haircare brand, increased brand awareness and sales by launching a competition that offered consumers the possibility of being part of a new Vietnamese girl band.

Case Study

Lipton, a tea brand, launched a digital campaign in Turkey using Shazam to combine this platform with its TV ad and encourage consumers to try its tea.

Case Study

Miladys, the fashion retailer, increased its online presence in South Africa by focusing on improving its search engine optimisation.

Case Study

Dunlop Tyres SA, a tyre manufacturer, launched and ran Google My Business for the Dunlop Zone network in order to increase awareness and improve its location-based search in South Africa.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

News

NEW YORK: A new US ad for QSR giant McDonald's mentions two brands, Coca-Cola and Google, while avoiding the brand bankrolling the spot – referring to it only as "that place where Coke tastes so good".

News

CHANTILLY, VA: Small and medium-sized businesses (SMBs) in the US are embracing the possibilities of digital marketing, with higher spenders now using around 21 different media and platforms, new research indicates.

Article

This event report outlines how refocusing on quality content can help marketers and publishers achieve their digital goals.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

News

WILLIAMSBURG, VA: Over the past five years, social media has overtaken newspapers ads, events and direct mail as a source of new customers for local businesses, research has shown, with Facebook the main beneficiary.

Research Paper

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.

Research Paper

This paper describes the use of computerized topic analysis to segment and analyze 'tweets' sent on the Twitter social networking platform by US presidential election candidates in 2016.