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Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This article details the current bot fraud landscape, based on insights from a study produced by the Association of National Advertisers (ANA) and White Ops.

Article

This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.

Article

This event report outlines how virtual reality (VR) could impact pharma marketing.

Research Paper

This paper examines the effectiveness of survey gamification techniques in Asia to see how cultural differences affect the way people play the games.

Research Paper

This paper examines the integration of survey data and user data over three case studies, to achieve better insights, media planning and activation in the APAC region.

Article

This article explores Samsung's investment in virtual reality (VR) and its quest to becoming "the YouTube of VR".

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

News

DANA POINT, CA: Intel, the technology group, has successfully reinvigorated its brand by focusing on how its tech products can drive and deliver compelling experiences.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

This article describes how Copa90, the football website, is preparing for the new media landscape that waits for the 2018 World Cup Finals in Russia.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Case Study

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

Article

This event report outlines how the Advertising Research Foundation (ARF) is seeking to redefine its role in the rapidly changing marketing ecosystem.

News

ORLANDO, FL: Electronic Arts, the gaming specialist, has yielded various benefits from managing certain media-buying responsibilities in-house.

Article

This event report outlines how Electronic Arts, the gaming specialist, is using digital data to inform its media strategy.

Article

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Research Paper

This paper examines the challenge for marketing research companies in overcoming consumers’ reluctance to participate in surveys in order to provide decision makers with quality data.

Article

This report discusses how the practice of marketing analytics has evolved in recent years, moving quickly from web analytics and decision support to an age of complete automation.

Case Study

This case study describes how Intuit Inc., a financial software company, advertised its TurboTax software brand in the United States.

Article

This article, taken from the Warc Toolkit 2017 report, explores how developments in virtual and augmented reality are offering new and increasingly viable ways for brands to emotionally engage with consumers.