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News

LONDON: Most TV is still watched at scheduled times, and advertising is purchased accordingly, but more and more viewers are turning to Broadcaster Video on Demand (BVOD) and both media owners and advertisers need to understand the impact of this ...

Article

This article offers practical tips to boost discoverability via search in a variety of platforms including Google, Instagram and YouTube.

Opinion

Consumer perceptions are key when it comes to boosting brand value. Doreen Wang, Global Head of BrandZ at Kantar Millward Brown, explains how to convey a positive impression.

News

LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Article

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

Article

Lufthansa, the German airline, has turned over its Snapchat feed to members of its flight crews in a bid to drive engagement.

Article

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Gunn Report

Through a humorous campaign centred around its iconic Allen key, homeware retailer IKEA proved to consumers the true versatility of its living room furniture.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

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

Global strategies, campaign updates and trends in the home improvement retail category.

News

LONDON: A number of leading brands are increasingly getting involved in the sponsorship of women’s sport, yet despite evidence that 59% of the UK population express interest in at least one women’s sport, some industry experts believe ...

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

Article

Publicis Media, the media agency network, is adapting to the changing demands of the marketing ecosystem.

Article

Brands are realizing that chatbots can be an integral component in the emergence of conversational marketing as they provide 24/7, personalized, one-on-one communication at scale.

News

MELBOURNE: The University of Melbourne’s interactive research exhibition using re-purposed outdoor media sites across the city’s central business district positively impacted brand perception and drove donations, according to those who ...

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

University of Melbourne and agency McCann revealed the insights behind their Grand Effie winning out-of-home campaign that raised awareness of the university’s research and boosted positive brand perception.