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Article

Global strategies, campaign updates and trends in the hot drinks category.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Eye level is buy level, or is it? Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

Article

Using rational and emotional drivers of brand choice, this article examines research into the relative performance of 15-second vs. 30-second ads.

Article

A proliferation of customer-supplier touchpoints and social technologies allowing consumers to make their voices heard offer huge amounts of potential data about those consumers to enable businesses to optimise their customer experiences.

News

BERLIN: Gen Z poses a challenge for traditional financial brands, but credit card company Barclaycard found a way to engage them and discovered a serious generation focused on preparing for their future.

Case Study

R & R Tofu, the British tofu company, created its own brand, the Tofoo Company, to successfully target both people cutting down on meat and vegetarians.

Case Study

Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.

Article

Barclaycard, the credit card issuer, needed to find out how their payment system would fit into young people's lives.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

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.

Research Paper

The British Library surveyed 3000 people in the UK to understand its potential audiences better.

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.

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.

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.

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.

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.

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.

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.