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Opinion

There’s not just an ethical reason, but also a growing commercial imperative for brands to assume a people-first approach and stop using stereotypes in their advertising, says Sally McLaren, director at Sense.

Article

This event report outlines research on gender stereotypes in advertising, and is based on analysis conducted by the Geena Davis Institute on Gender in Media and JWT.

News

CHICAGO: The age-old advertising doctrine “sex sells” may actually be false, according to new academic research.

Case Study

This case study shows how Inspiring the Future (ITF), a charity organisation, increased volunteer registration levels and brand awareness across the UK using a campaign film about gender equality.

News

GLOBAL: The marketing community not only needs to move away from stereotypical depictions of women in advertising if it is to successfully reach this group, but also to recruit more women to senior positions, an industry figure has argued.

Case Study

This case study describes how beauty brand Dove built a campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Article

This event report outlines how AT&T, the telecoms group, is seeking to advance gender equality in advertising.

Article

This article considers the hype attached to the belief that Millennials are unlike any other generation, and finds that the majority of the cohort are much like older compatriots - unless they are affluent.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

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.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Opinion

This is a guest blog by Stephen Upstone, CEO and founder, LoopMe A recent survey of 1,000 mobile users in the US and UK asked if people who watch mobile video ads actually go on to buy the product advertised in store or online, and if not, why not.

Article

This event report addresses how Unilever, the FMCG manufacturer, is seeking to avoid using stereotypes in its advertising.

Article

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.

Article

This article shares insights on the best practical ways to improve the user experience for digital consumers.

News

LONDON: The media landscape has increasingly shifted online, a trend reflected in new figures released by the Advertising Standards Authority (ASA), which investigated 8,633 online ad cases compared to 3,920 on TV in 2015.

Research Paper

This paper describes how a method of ethnographic research conducted on the Indian Railways delivered insights into generational interplay and demonstrates how it can be used in other cultures and countries.

News

BEIRUT: The Middle East and North Africa is reaching a demographic tipping point and a growing number of older consumers are challenging preconceptions about ageing and retirement, a study has said.

Case Study

This case study demonstrates how Always, the feminine hygiene brand, changed a negative stereotype about what it is to be a girl, in turn growing purchase intent.

Article

This report discusses the consumption habits of people aged between three and 12 years old from around the world, who account for 16.9% of the global population.

Article

This article argues that big data marks the renaissance of marketing as it helps brands understand their audiences and build better narratives.

Research Paper

This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.

Article

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asia Strategy 2014.

Research Paper

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix.