Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

3,518 results found
Sort by

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Case Study

Telecom operator du ran a campaign in the UAE to raise awareness about oversharing personal information on social media.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Article

Looks at how behavioural economics can be used to improve people's financial future and encourage consumer engagement.

News

SINGAPORE: FMCG giant Procter & Gamble (P&G) has succeeded in turning around the fortunes of two of its beauty brands in China by deploying the power of consumer empathy, according to a leading executive at the company.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

LONDON: Sport England’s original This Girl Can campaign led to significant behavioural change around women exercising and the second phase has proven equally successful.

Article

When SK-II, a luxury skincare brand, and VS Sassoon, a hair care brand, sought to grow market share in China, they turned to emotional intelligence to rethink their product category.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Case Study

Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.