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News

JERSEY CITY, NJ: Six-second television ads offer a concentrated branding opportunity for marketers, according to a study by Turner, the media company, and Nielsen Consumer Neuroscience, the research firm.

News

SINGAPORE: Search is a powerful tool for discovering consumer intent but marketers need to do more to get search right in Asia’s mobile-first market, according to an SEO expert.

Article

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

News

SEOUL: BMW’s problems in South Korea continue as, following a spate of fires and the recall of more than 100,000 vehicles for safety checks, the government has indicated it will require owners of unchecked BMWs to stop driving them.

Article

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

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.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Opinion

Following its most recent earnings call, Apple is now worth a trillion dollars. A former creative director of the company believes its recent history has been too “vanilla”, but is vanilla, in fact, effective? Last week, Apple, the maker of the iPhone and the first ever company to be worth a trillion-dollars, announced its quarterly results.

Opinion

Social media has changed dramatically from the last decade. DDB Latina's Juan Isaza examines the shift in how we use social.

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.

Case Study

Vicks, an American brand of over-the-counter medications, redefined family in modern times through a digital film: #TouchOfCare.

Case Study

Star World, an Asian English language television channel, launched an influencer campaign that encouraged Indian television consumers to tune in to Game of Thrones.

Case Study

Hyundai, an automotive brand, promoted its new Verna sedan vehicle by launching a tech-inspired national test-drive program in India to appeal to a new generation of customers.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Case Study

Philips, a Dutch multinational technology company, promoted its healthcare and personal health product portfolios in India by launching Philips Homecare to help people recover at home, freeing up hospital beds.

Article

Brand assets are an essential component of the marketing toolkit, but must be constructed with due care and consideration.

Article

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

News

GLOBAL: The combination of restrictions imposed by GDPR and advances in machine learning is encouraging brands to experiment with context as an alternative to audience-based targeting, a new WARC report says.

Article

Looks at an example of the use of eye-tracking to assess whether people are looking at online ads.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

News

LONDON: Channel 4 is deploying AI to identify storylines and “positive contextual moments” in programming, which it says will lead to smarter planning and new opportunities for challenger brands.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

Examines how brands can build awareness and increase loyalty through effective sponsorship.

Article

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

Provides guidance on using packaging to create standout for brands and drive purchase consideration.