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Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

News

LONDON: Almost three quarters of Britons now associate advertising with fake news, compared to just over half of their mainland European or American counterparts, new figures show.

Research Paper

This article looks at mistrust towards brands and advertising in the UK by exploring the severity of the issue, why it's happening and how brands can regain trust.

News

SHANGHAI: Chinese consumers are more interested in targeted and personalised ads than their Western counterparts, according to new research – and most think advertisers are doing a better job at reaching them than previously.

Article

This article explores key differences between Chinese consumers and Western markets, including high ad positivity, more interest in personalisation and frustration with poor programmatic targeting.

Article

This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.

News

SINGAPORE: Postr is a New Zealand start-up whose app gives rewards to users in exchange for their Android devices hosting banner ads, and the company's founder and CEO hopes the concept will make people love advertising again.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.

News

NEW YORK: American teenagers aged 13 to 17 differ from adults aged 18+ in that they agree advertising helps them choose what to buy, a new survey has found.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

Article

This event report outlines how Mastercard, the payments group, is building its brand at a time when obstacles for marketers are rising.

News

NEW YORK: Brands can help mitigate the impact of "commercial zapping" – where viewers skip ads during TV shows they've recorded – by using more considered approaches to scheduling and creativity, according to a paper published in the ...

Article

This article looks at Generation Alpha, the next generation after millennials, and advises on how to understand the demographic.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Article

This event report explores how the advertising industry is affected by, and affecting, the UK's exit from the European Union.

Article

This article criticises Lord Justice Leveson's comments in the Leveson Report, which looks into the practices of the British press, on the trustworthiness of information found on the internet.

Article

This event report offers tips for brands about how to tackle ad blocking, based on research driven by Watson, IBM's cognitive-computing platform.

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.

Article

This article posits that marketers must take the opportunity to view consumers as an audience if they are to avoid the digital overload backlash, exemplified by widespread adblocking.

Article

This article outlines three keys to finding the best celebrity endorsement for brands.

Research Paper

This paper explores the problem of noticeable ads crossing over into annoying ads with the findings of a neuromarketing experiment, measuring the level of attention and the emotional response of subjects exposed to ads.

Article

This article argues that by fighting against ad blocking, advertisers are actually exacerbating underlying problems within their industry and ignoring a clear message from consumers.