Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

973 results found
Sort by

Research Paper

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

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Opinion

Consumer insight is the most important thing for apparel brand Uniqlo as it seeks to maintain its growth in China, says local CMO Jalin Wu who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Research Paper

Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.

News

The key to making content memorable is delivering multiple emotional peaks, with brand films that deliver 10+ emotional peaks in the top quartile for memorability overall, according to new research from the BBC.

Article

The BBC used neuroscientific research explore the relationship between emotion and long-term memory in delivering engaging branded content.

Article

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.

Article

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Research Paper

Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.

Article

Following changes of ownership and positioning, frozen food brand Birds Eye had seen its sales across drop alarmingly; it needed to do something radically different.

Case Study

U by Kotex (UbK), a feminine care brand, overtook market leaders in Australia by straying away from femcare advertising clichés and embracing its own lack of importance in the lives of its consumers.

Case Study

Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous way.

Research Paper

The use of neuroscience methods in advertising research continues to grow, but it remains controversial.

Article

The DMA unveiled the findings from the third year of its research on UK consumers’ loyalty to brands.

Research Paper

Reveals the findings of research based on cognitive psychology, which measured the effectiveness of video ads to be encoded and retrieved from memory by exposing test ads to consumers in a distracted media environment.

Research Paper

Outlines some of the key discoveries in an investigation into how appropriately captured attention and sales are affected by the creative characteristics of ads.

Case Study

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

News

SHANGHAI: Chinese people are significantly more invested in their online identities than their Western counterparts, which offers brands more opportunities to connect with increasingly savvy consumers, according to an expert in Chinese consumer ...

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Article

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.

Article

This book by John Kearon, Orlando Wood and Tom Ewing builds on Daniel Kahneman’s work about System 1 and System 2 thinking to show how it can be applied to drive profitable growth.