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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.

Case Study

This case study shows how Mattessons, a meat-snacks brand, dramatically increased sales in the UK by repositioning itself towards an untapped consumer group.

Case Study

This case study shows how Dainik Jagran, India's largest read newspaper, decided to counter a nationwide loss of values with its educational, cross-platform initiative.

Case Study

This case study describes how Volvo, a car brand in the UK, partnered with a paint company to create a reflective paint to provide safety to cyclists - promoting its newest and safest car.

Case Study

This case study explains how Sammons Retirement Solutions (SRS) used storytelling and direct mail to stand out as a new company in a crowded American financial services market.

Research Paper

This paper reports on a multi-method UK study into chatbots and digital assistants (DAs), assessing their utility for brands (are they really a 'brand's best friend'?), consumers' propensity to use them and their potential applications for market research.

Article

This article explores the current thinking and reading on the subject of sports marketing, aligning a brand or product with an event or team.

Research Paper

Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort.

Research Paper

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

Case Study

This case study shows how Mike's Hard Lemonade Co., a North American beverage manufacturer, reinvigorated its brand with a big digital campaign based around gaining Facebook likes.

Article

This article examines how eye-tracking studies produce valuable insights, but to correctly interpret the results marketers must consider combining eye tracking with biometric measurement to access emotions that motivate shoppers to make purchases.

Article

This article investigates key trends for marketers in one of Asia's most exciting frontier markets, Myanmar, which is rapidly opening to the world and global brands.

Case Study

This case study explains how the spreads brand Becel was affected by the perception that butter was healthier than margarine; and how new usage occasions for the product rescued declining sales.

Case Study

This case study describes how Spirit Airlines, one of the US' most hated airlines, improved perceptions with a 'Bare Fare' campaign that released provocative content that embraced negativity.

Research Paper

From January to October 2015, U.S. brands published 35 million posts across Facebook, Twitter, and Instagram, sparking 65 billion actions with social audiences (i.e., comments, shares, re-Tweets, etc.).

Research Paper

The way in which quantitative research and qualitative research are conventionally contrasted with each other runs along familiar lines – the former is seen as offering ‘hard’, ‘factual’ data, while the latter is depicted as softer, as providing deeper insight, but at the expense of being necessarily more ‘interpretivist’ and ‘subjective’ in its approach.

Research Paper

This paper observes the new research method of Immersion as a way to provide a context that explains influences and behaviours of consumers, and uses a case study to illustrate this observation.

Article

In this event report, the brand sponsors share their insights and lessons from association with some of the world's most prominent sporting events and teams.

Case Study

This case study shows how Fiat, a car brand, managed to grow awareness and sales by targeting a younger Indian audience through a rebranding campaign.