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Case Study

Filipino fast food brand Jollibee increased sales around Valentine's Day with a campaign for the broken-hearted.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Opinion

The ASA has had a positive flurry of activity on high fat, salt or sugar (HFSS) food ads, delivering rulings in no less than 4 cases on 8 August.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Opinion

Following major moments of scrutiny on a brand, any reaction must have a broad reach and gravitas. Newsworks’ Liz Jaques explores how brands like KFC, Tesco, Oxfam, and – notably – Facebook have done this.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Article

Explains the ingredients that will lead to success for planners in a new and changing environment.

Article

Offers examples of five practices that can turn planning into an active and reactive tool, that is in constant use within an agency structure.

Case Study

Equality NC, an LGBT rights advocacy group, launched a campaign that played to undecided voters' interests regarding their state's economic and cultural losses to gather votes and drive out a sitting US senator who had passed a discriminatory bill.

News

BRUSSELS: Cross-media measurement and comparable metrics with traditional media will be crucial to increasing investment in digital brand advertising, according to a new study.

Article

Spotify, the audio streaming service, is developing tools and initiatives allowing marketers to profit from the opportunities offered by audio today.

Article

Expands on neuroscience’s findings on how different contexts elicit different responses in an audience and how advertisers can adapt to it.

News

MILAN: On Device Research was among the winners in the IAB Europe Research Awards announced last night, picking up an award in the Brand Advertising Effectiveness category for its work assessing a campaign promoting the Google Pixel handset in the ...

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.

Research Paper

Inskin Media, an advertising technology company, launched a campaign in the UK to highlight (potential) implications of detaching measurement from objectives, and investigate the relationship between viewability, visual engagement and effectiveness.

News

NEW YORK: The Digital Advertising Alliance (DAA) is attempting to throw some light on the murky world of online political advertising with the launch of a new initiative that includes guidance for political advertisers and a ...

Case Study

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

Case Study

Cohn and Wolfe, a global communications and PR firm, launched its 5th Annual Authentic Brands study in the US on consumer perception of brand authenticity and its 2nd Annual Authentic 100 ranking.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Research Paper

Focuses on women's representation in advertising in Brazil, from a business measurement perspective, and looks into how it can impact advertising performance, as well as providing solutions to making advertising more inclusive.

Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Research Paper

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

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.