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Case Study

Carefree, a brand of pantyliners, used mobile first video ads to reach millennial women in Argentina.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Case Study

Castrol, a brand of industrial and automotive lubricants, reached mini truck drivers in India with an educating game that helped increase brand sales.

Case Study

Little Hearts, a biscuit brand, increased awareness in India by launching an in-ad mobile game to reach millennials.

Research Paper

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

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Research Paper

This paper describes how the research industry can use Virtual Reality (VR) simulations to produce and predict effective shopper marketing activations, using an example from Hershey's.

Case Study

This case study describes how Lipton Ice Tea launched the ice tea category in Egypt with a TV, online, social, outdoor and sampling campaign.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

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.

Research Paper

This paper examines the relationship between political candidates’ use of Facebook and their election outcomes (vote share and election success).

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Case Study

This case study describes how Ovo Energy, an independent energy company, launched a campaign to showcase its people-centred approach, breakthrough the mistrust of the sector and grow its customer base.

Research Paper

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

Research Paper

This article describes how a one-way understanding of sponsorship image transfer has the potential to be limited and misleading.

Research Paper

This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the 'mental' repertoire).

Research Paper

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

Research Paper

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Article

This article looks at the importance of collecting data efficiently, using visualization and data mining, and understanding statistical foundations used to make better decisions.

Research Paper

There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party.

Research Paper

This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.

Research Paper

The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children’s market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity.

Case Study

This case study explains how PowerPacq, an energy drink brand, used celebrity endorsement to launch a new variant in the Philippines.

Case Study

This case study describes how Electric Ireland (formerly ESB), the utility provider, shook off the shackles of deregulation and successfully launched Electric Ireland as an energy brand in Ireland.