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Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

Article

Discusses how behavioural science helps us understand why we might often behave in a profligate manner with water - from our tendency to discount the future, our deeply embedded habits and also the fact that energy doesn't communicate our usage in the most cognitively easy ways.

Research Paper

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Research Paper

This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.

Case Study

The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.

Case Study

M&M's, the confectionery brand, used a humorous social media campaign and TV partnership to increase sales in Brazil.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

Article

Digital marketers need to start asking more whys if they want to improve their business in the long run.

Article

Showcases three of the strongest techniques to build more creative environments and to maximise creativity in marketing teams.

Article

Reveals that 15-second ads may well be as effective as their extended counterparts and outlines several practical applications for marketers.

Article

Discusses the difficulties in achieving financial capability, the failure of education to help ease this and how providing feedback is a markedly better way to help tackle this problem.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Article

Mindframes shares six perspectives that 'explore and understand a different representation of reality' when it comes to market research.

News

GLOBAL: Consumer attention is an increasingly scarce commodity in a fragmented media landscape and marketers may have to look beyond simple viewability or OTS metrics to measure this aspect of consumer behaviour.

News

NEW YORK: Corporate social responsibility (CSR) initiatives must address the interests of a company’s intended audience to fully support the high-minded intentions of the sponsoring service, a paper in the Journal of Advertising Research ...

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Research Paper

Looks at what lies beneath improved attention and considers the ability for attention to be used as a predictor of sales.

Article

Nutri-Grain, the cereal bar made by The Kellogg Co., responded to a period of limited advertising success by fundamentally rethinking its strategy.

News

LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Research Paper

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