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News

SYDNEY: Despite falling circulations, Australian magazine publishers still have quite a lot going for them in terms of readership profiles and purchase influence, but they are failing to persuade agencies of their case, an industry figure has ...

Article

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

Research Paper

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

Case Study

Tea brand Brooke Bond Red Label conducted a three-year, multi-channelled social experiment to get customers to reappraise the brand and to regain its market-leadership position in India.

Article

Australian magazine publishers are struggling to break through with media agencies in the digital age – but according to industry experts, the future can still be bright if publishers are willing to make some changes.

Case Study

Online brand Amazon used a multichannel campaign to build its credentials as a site for fashion in India.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Case Study

Gulf Oil used a TV and digital campaign starring cricketing star and motorbike fan MS Dhoni to build brand awareness in the motorcycle lubricant market in India.

Article

This article digs deeper into new research that reveals the real effectiveness of building emotional engagement and lasting impressions into advertising.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

News

LONDON/MELBOURNE: Brands need to understand how advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant, according to a trio of researchers.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Article

This article argues that marketers must use customer journey mapping to achieve more than just smoothing the path to purchase; it should also be an opportunity to disrupt and influence.

Research Paper

This article examines the clear evidence from industry research that shows the restriction of 50% of pixels on-screen for only two seconds leads to a reduced ability to influence.

Article

This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Article

This article looks at the growth of the Israeli start-ups, particularly in the automotive industry, and why the company is punching above its weight in innovation.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.

Case Study

This case study shows how Lifebuoy, a soap brand, successfully changed mothers' hand-washing habits in India with an emotional campaign about child mortality.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Research Paper

This paper describes research that explores whether consumer decision-making, in relation to shopping across different categories and seven national markets, is influenced by culture.

Article

This report assesses customer attitudes, in relation to how HSBC could rethink segmentation when producing their five year plan.