Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

3,390 results found
Sort by

Opinion

Are advertisements endorsements? When editorial content begins to conflict with a brand’s stated values, is continued investment a gesture of tacit approval? Faris Yakob on whether communications can or should be decoupled from their political context.

Article

Global strategies, campaign updates and trends in newspapers.

News

Marketers appear to be confusing metrics when it comes to measuring the success of content campaigns, new research has concluded.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Article

Provides key details and analysis of Adidas AG in the clothing and accessories market.

Article

Global strategies, campaign updates and trends in social media.

News

Out of home (OOH) may be the oldest advertising medium but it is one that is ideally placed to bring meaning back to advertising and help brands reconnect with consumers, according to an industry figure.

Article

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

Provides key details and analysis of Arla Foods Amba, the owner of brands such as Lurpak and Castello.

News

An investigation into Facebook’s data-sharing practices has revealed that for years the social network has handed over access to sensitive user data to business partners through previously undisclosed special arrangements.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Article

Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Article

Provides key details and analysis of consumer electronics company, Sony.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Opinion

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Case Study

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

Research Paper

Channel 4 and ITV, both TV channels, joined forces to deliver the most comprehensive exploration of BVOD (broadcaster video on demand) viewing behaviours of British people and its impact on advertising effectiveness.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Article

Summarises Admap's December issue by looking at five consumer trends that will affect marketers in the year ahead, exploring both the opportunities and challenges these present.

News

The Department of Justice in the US has hit eight individuals with charges relating to a major digital ad fraud that generated $36m and seized associated internet domains and data.