Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


3,268 results found
Sort by

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

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 explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Research Paper

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This event report looks at how B2B marketing is slowly beginning to move away from a formulaic approach.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

News

SHANGHAI: Two thirds of China’s high net worth individuals (HNWIs) gave themselves gifts last year – and brands can leverage that mentality to enhance emotional connection, a new report suggests.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

This event report explores the views of four strategic leaders from across the world as they offer insights on the future of strategy.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

Opinion

What could be more planner-like than holding a chunky survey and feeling a creeping sense of doubt, asks Tom Morton? The good news from WARC’s Future of Strategy survey is that planning is becoming a more important part of agency life: a bigger influence in two-thirds of agencies, and a bigger department in half of agencies.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

News

SYDNEY: Australian media buyers have expressed concerns over Facebook's viewability metrics, which appear to be well below what is expected, but the social media giant believes that advertisers need to look beyond current standards.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This article summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols); they are both techniques used by qualitative researchers to deliver cultural insight.

Article

This article looks at the problems that have come with the growth of digital word of mouth through social media.