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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.

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

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

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 outlines some of the failings of political pollsters during the 2016 Presidential election, drawing particularly on learnings from consumer-focused market research.

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 article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

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.

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.

Article

This article looks at the importance of data for CMOs in a digital age and provides some best practice advice in order to maximise effectiveness.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This article examines what went wrong with pre-election polls for the 2016 U.S. presidential election and offers solutions to restore credibility to survey methods.

Research Paper

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Research Paper

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Article

This event report provides an insight into the best practices pursued by creative companies, based on research from McKinsey, the management consultancy.