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Article

Estée Lauder, the beauty company, is using an approach called “micro-storytelling” to engage consumers.

Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

AXA Malaysia adapted a global automotive insurance product to the particular challenges of the Malaysia market, including a focus on anti-car theft and accident alerts.

Article

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Gunn Report

Aldi, the supermarket chain, accelerated its category growth in Australia by reversing the perception that its price-cutting reputation meant a compromise in product quality.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Article

Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Case Study

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to engage and reach young consumers.

Research Paper

Oath, a publishing company, created a virtual smart home in Germany and hosted virtual sessions with consumers to analyze their acceptance of five ad placements in different areas of the smart home.

Research Paper

Inskin Media, an advertising technology company, launched a campaign in the UK to highlight (potential) implications of detaching measurement from objectives, and investigate the relationship between viewability, visual engagement and effectiveness.

Article

Looks at the lessons and insights from the world of political marketing, which can be useful for corporate brand managers.

Research Paper

Whoozini, a social networking app, applied digital MR tools to provide critical inputs to successful new product development and innovation in the US and Singapore.

Research Paper

This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.