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Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

Article

This study suggests that, in addition to willingness, ability is a relevant and important dimension of self-service technology (SST) acceptance and, going beyond prior studies’ exclusive focus on willingness, develops an SST acceptance model that captures both consumer ability and willingness to use such technologies.

News

LONDON/MELBOURNE: Brands need to understand how advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant, according to a trio of researchers.

Article

This paper summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

Article

This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

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 event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

News

CAMBRIDGE, MA: Brands need to adopt a portfolio approach to the material they post on social media, with a mix of emotional content and product information, to drive both engagement and purchase, an academic has said.

Case Study

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.

Case Study

This case study shows how Clear, a shampoo brand, successfully broke through a cluttered market by pairing up with two major Taiwanese baseball stars.

Article

This article outlines what guidelines marketers should follow to ensure that they get it right when disseminating public health information digitally to diverse audiences on their device of choice - a function that has now become an important part of modern-day healthcare.

Case Study

This case study describes how US non-profit The Ad Council, tackled Type 2 diabetes with a research-driven campaign to focus the issue through an intimate relationship to the at-risk target audience.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Article

In this article, Malcolm White proposes that the industry adopts a new way of judging creative development to avoid the danger of merely conducting a taste test.

Research Paper

This paper describes a research project for Unilever's Comfort fabric softener brand that combined the analysis of big data and qualitative research to provide actionable consumer insights.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

Case Study

This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.

Article

This article outlines six principles for improving clarity and precision when researching creative, by borrowing techniques from behavioural and social science that capture what people are really thinking.

Opinion

OK, that's not strictly true. Actually, it's not true at all.

Case Study

This case describes how Barry's Tea, a family-owned tea company founded in 1901 in Cork City, proved the commercial value of a long-term, evolving, brand-building advertising idea.

Case Study

This article provides excerpts from the winning case studies of the 2016 David Ogilvy Awards, including campaigns from Nestle, Boeing and Ontario Women's Directorate.