Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

2,098 results found
Sort by

News

STAMFORD, CONN: Marketing budgets are falling as a proportion of company revenue, according to a new study which suggests CMOs will be faced with some hard choices in 2018 as a result.

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

News

NEW YORK: Half of all ad fraud in 2017 will take place over the next few weeks, according to White Ops, leading to as much as $3.5bn in losses.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

News

ORLANDO, FL: Marketers who want to exert a greater influence in the C-suite must ensure they “speak as businesspeople” rather than using the language of “artisans”, according to Antonio Lucio, Global Chief Marketing & ...

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Case Study

Maltesers, a chocolate brand, successfully increased sales in the UK by launching a campaign that more accurately represented people with disabilities.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.

News

LONDON: The General Data Protection Regulation (GDPR), which comes into force in May 2018, will give individuals greater protective frameworks around how their data is collected, shared, stored, and used - and brands must be able to respond in a ...

News

MUMBAI: Digital disruption and the rapid growth of data usage will fundamentally change the role of agencies, so much so that the way we know them today will not exist five years from now, according to a top advertising executive.

Article

This article looks at how marketers can prepare for the introduction of the General Data Protection Regulation (GDPR), a European piece of legislation that will come into effect in 2018.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

News

WASHINGTON DC: Illicit websites run by online pirates raked in an estimated $111m from digital advertisers in the US last year, but the problem could have been far worse if the industry had not put effective quality control measures in place.

Article

Marketers are failing to drive growth as a result of several shortcomings that are widespread in the industry, according to Bob Liodice, President/CEO of the ANA.

Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

News

NEW DELHI: Indian FMCG group Dabur has helped 12 villages in Uttar Pradesh and Himachal Pradesh reach open defecation-free status, a focus of government policy in recent times, and part of Delhi’s Swachh Bharat initiative.

News

SYDNEY: Four in ten senior marketers in Australia and New Zealand feel they aren’t getting enough support at board level, according to a survey which argues they need to do a better job internally of selling their role in engaging consumers.

News

NEW YORK: The Association of National Advertisers (ANA) is launching a center of excellence intended to help marketers enhance their understanding of analytics and data.

News

NEW YORK: 78% of marketers believe the reputation of their brands has been harmed by the “unintended” placement of digital ads next to inappropriate content, a study from the CMO Council has found.

Article

Programmatic media buying threatens to compromise brand safety if not employed correctly, according to a study from the CMO Council.

Opinion

Big data should not just be a third-party addition to the planning process, says Ethel Sanchez of the University of the Philippines, but a tool that current and future planners should become familiar with, if they are to continue seeing and shaping the future.

Article

Consumers receive benefits from internet services that gather and process their personal data - but when these companies are growing far faster than the rest of the economy, is it time to re-evaluate the status quo?

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.