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Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Article

This article explores employee engagement studies and asks whether there are approaches that can deliver more - namely, the Organisation Culture Diagnostic.

Research Paper

This paper describes the ways in which market research has contributed to the success of the SURF Survivors' Fund, the charity that supports survivors of the Rwandan genocide of the 1990s.

Article

This article examines trends in agency evaluations with the aim of improving ROI on marketing investment through better management, higher-quality work and a faster output.

Article

This article explores the methods through which advertisers can circumvent ad blockers and speak to their target audience through valuable messaging that interacts with the audience's context and medium.

Opinion

This guest blog is written by Ian Liddicoat, Chief Information Officer at ZenithOptimedia Group The natural world has long shown us that the cycle of invention and reinvention in response to environmental change leads to increasing creativity in the desire for survival.

Article

This essay argues that the marketing industry needs to rethink what 'loyalty' means and what it can do for businesses.

Opinion

This post is by John Lawrence, Business Development Director at SGK Europe . They say opposites attract.

Case Study

This article explains how Barclays, the bank, took a new approach to evaluating the performance of sponsorship programmes and presenting the data.

Research Paper

This paper explores the role of marketing in the success of a new product innovation, answering the question of whether good products rise or fall only on their own merit, or whether skilful marketing can nurture a product to success.

Case Study

This case study explains how Three, the mobile phone network, delivered short term gains and long term brand vision in a competitive Irish market.

Research Paper

This paper reports on research in North America by AOL, the media company, into how consumers access online content via computers, tablets and smartphones. 

Article

This article discusses thought leadership, arguing that it is an under-examined subject, with little academic or journalistic attention despite companies ploughing significant amounts of money into the practice.

Case Study

This case study describes a global campaign by Anglo American, the mining multinational, which aimed to build its reputation in countries where it operated by taking an emotional, human-focussed approach.

Research Paper

This research paper examines the knowledge management system used by Heineken, the alcoholic beverage company, which allows for better learning planning.

Research Paper

This study adopts a meta-analytic approach to review the performance effects of the market predictors of new product performance and their structural relationships.

Article

This article looks at how the use of digital channels should be assessed following an IPA report that has found that emotional priming builds more profitable long-term effects and rational messaging is best for short-term sales.

Article

This article highlights some of the findings and recommendations from The Long and Short of It, a new IPA study authored by Les Binet and Peter Field that provides evidence-based recommendations for businesses on how best to approach investment in advertising, particularly the challenge of balancing short-term sales improvement with long-term brand success.

Article

This paper argues that the quest for profit can never be the sole goal of business. The author cites research showing that ethical businesses outperform their less-ethical rivals on a host of metrics.

Article

This paper argues that evolving business thinking and a more receptive marketplace are enabling brands to maximise both profit and social good, rather than concentrating on one goal or the other.

News

LONDON: The Admap Prize 2013 has been won by Mike Follett, for his essay titled 'Thinking in 3D'. Follett, currently studying for an MBA at Imperial College Business School, was formerly head of planning at DDB in India and planning director at The ...

Article

This presentation discusses research using the IPA Databank of case studies, identifying drivers of effectiveness over the short and long term.

Article

This article suggests measuring Customer Effort as a way to understand quickly if an organisation is delivering on customer experience.

Article

This paper proposes a new way of looking at brand communication by broadening the perspective from explicit messages to implicit signals.