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Case Study

Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.

Article

The results of a major series of eye-opening studies about targeted online marketing were recently published, with significant implications for advertisers.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

Story-driven marketing content is being used to drive sales and to help businesses stand out in a crowded marketplace.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Article

The ambient cake category is seen as old fashioned and has experienced a decline in purchase intent.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Opinion

Advertisers are currently navigating one of the biggest shake-ups to the way they collect, use and store consumer data.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Case Study

Cracker brand Ritz boosted sales with a retailer-specific Cinco de Mayo promotion supported by social media in the US.

Article

Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.

Case Study

Life insurance company Aegon Life used a light-hearted digital campaign in India to relaunch an existing business with a shift to a digital-first business model.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Case Study

Communications company AT&T created an eight-part series with global pop star Taylor Swift to drive mass awareness of the partnership in the US and increase sales for DIRECTV NOW.

Case Study

TV channel Sony Entertainment TV used Facebook and digital ads to recruit viewers to its new dance reality TV show in India.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

News

BENGALARU: Britannia, one of India’s leading biscuit makers, is deploying a high-tech strategy as it seeks to increase penetration in rural areas and boost the proportion of its sales generated there.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Case Study

Akbank, a Turkish bank, launched The Future of Search Ads campaign to generate new traffic sources to drive more sales and generate a higher return on ad spend in Turkey.

Case Study

Fazer, a food corporation in Finland, launched a campaign to position itself as an innovative brand.

Case Study

Chocolate candy bar Milka Oreo launched in the US with custom programming across three of the country's key retailers.

Research Paper

On Device Research, a research company, launched a campaign in the UK to raise brand consideration of the new Google Pixel 2.0 handset, alongside broader awareness and purchase intent driving goals.

Case Study

ADT, an alarm system brand, launched a campaign in the UK to increase brand recognition and preference.

Opinion

With GDPR, and the possibility of ePrivacy, the digital advertising landscape will be forced to change.