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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

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

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).

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.

Research Paper

Is brand-placement effectiveness immune to competitive interference? This study explored that question in the context of entertainment media, specifically children's video games.

Research Paper

The consumer purchasing journey has evolved. The current paper revisits the practitioner-led "Moments of Truth" model used by a number of successful multinationals (initially Procter & Gamble and subsequently Google).

Research Paper

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship.

Research Paper

The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customised images or texts more relevant to customers based on the content of web pages.

Research Paper

The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry.

Research Paper

The branded pause advertisement is a recently developed online television-advertising format that displays a full-screen still-image banner ad whenever a viewer pauses a streaming-video program.

Research Paper

Advertising research often confounds device effects (e.g., television sets, radios, and personal computers) with communication format effects (e.g., respectively, video, audio, and Web sites).

Research Paper

This paper describes a study that is part of a wider research agenda of The Walt Disney Company, the US entertainment group, about how the video platforms upon which Disney video content is available - TV, computer, tablet, mobile - affect viewing of both the content and advertising.