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Article

This Company Profile from Euromonitor provides key details and analysis of Bacardi & Co Ltd, the owner of brands such as Grey Goose and Eristoff vodka.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

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.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

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.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Article

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Article

This article looks at the problems arising when the advertising industry tries to "no longer waste half of the money spent" by creating targeting efficiencies.

Article

This article offers seven industry insights into marketing including that leadership skills must be learned ant that it is equally important to be aware that the product is at the heart of most marketing successes.

Research Paper

This research examines the retrospective buying behaviour of customers acquired by a new brand, both at category and brand level.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Research Paper

This article considers the Advertising Research Foundation's initiative 'How Advertising Works', which aims to provide research-based insights that can improve advertising and ROI.

Article

This article provides marketers with guidance on how to select the right metric to measure the effectiveness of marketing campaigns.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Article

This article describes how a lot of marketers are missing opportunities to internally leverage their brand, despite the fact that there is strong evidence illustrating the benefits.

Article

This article describes how marketers must work to create brand equity while always keeping in mind what is most important for CEOs.

Article

This essay argues that the potential of personalisation will only be realised if brands combine their new capacity to target with more traditional mass media campaigns.

Opinion

Philosophy defines altruism in different ways, however most definitions will generally revolve around describing altruistic behaviours as those that benefit others rather than oneself.

Article

This article argues that personalised advertising can provide new value opportunities for customers and companies, but that personal advertising misunderstands how advertising works.

Article

This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.