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Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

NEW DELHI: The number of regional advertisers in India is growing steadily and media agency figures expected them to contribute significantly to advertising expenditure during the forthcoming festive season.

Article

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.

Article

This article explores views around the use of virtual reality as an advertising medium.

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

Article

This event report addresses how Marriott International, the hotelier, uses each of its main social media channels for a distinctive purpose.

News

SINGAPORE: Although consumers in four key APAC markets have differing expectations when it comes to customer experience (CX), there are ten distinct trends across the region, according to a new study.

Article

This article looks at the comparison between two approaches to consumer decision behaviour - the utility model (RUM) and Random Regret Modeling (RRM) - and offers a hybrid solution to provide a more effective framework.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

News

NEW YORK: A quarter of American consumers have stopped using products and services due to boycotts, protests, or a company’s perceived political leanings, a study from Ipsos has revealed.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

News

SYDNEY: There’s a link between increased ad frequency and brand resonance in some categories, but more than a fifth of digital ads - 22% - in Australia are failing to boost key brand metrics at all, according to a new report.

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, increased brand affinity in Morocco by creating a family-focused cooking show.

Case Study

This case study shows how Batelco, a telecommunications provider, successfully stole its competition's customers with a simple real-time social media response campaign in Bahrain.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Case Study

This case study describes how home appliances brand Samsung used an online film to boost sales of its Twin Cooling refrigerators in Saudi Arabia.

Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

News

SINGAPORE: Location data can offer vital insights to marketers on customer behaviours, particularly hyper-connected millennials, according to an industry expert.