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Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Case Study

Ambuja Cement used TV, social media and celebrity endorsement to re-establish its core benefit of "strength" in the Indian market.

Case Study

Laundry brand Breeze used a digital campaign to raise awareness of, and appreciation for, its global "Dirt is Good" campaign in the Philippines.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

Case Study

This case study details how Samsung, a technology brand, launched its new Galaxy A-Series smartphone in Vietnam, despite widespread negative perceptions of the previous Galaxy A model.

Case Study

This case study explains how Maybelline New York, a cosmetics brand, used Hong Kong actor William Chan to promote the Color Sensational lipstick range in China.

Case Study

This case study explains how Maybelline New York, a cosmetics brand, launched its new lipstick in China with a livestream on the leading mobile purchase platform, Taobao.

Article

This article explains how two cutting-edge customer journey tools have been developed to broaden brands' understanding of the impacts of the customer journey's various touchpoints.

Article

This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.

News

NEW DELHI: The relationship between brands and celebrities in India appears to be entering a new, more cautious phase although observers are divided as to the reasons why.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

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

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study shows how The Heart Foundation, a heart disease organisation, successfully changed New Zealander's behaviours towards heart attacks using an effective TV ad campaign.

Article

This article provides marketers with information and guidance on generating earned media.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Case Study

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

Case Study

This case study describes how Unilever, a consumer goods company, drove engagement for its Dove personal care brand by attacking sexism in the media.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Case Study

This case study describes how cosmetics brand Maybelline changed its marketing strategy in Lebanon, Jordan and Iraq to increase sales by capitalising on new make-up trends and becoming a friendly, advisory brand.