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Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.

News

JERSEY CITY, NJ: Consumers often struggle to understand the data privacy conditions laid out by brands online, according to a study by the Advertising Research Foundation (ARF), the industry body.

Article

This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

Article

The Advertising Research Foundation (ARF) conducted a survey to better understand consumer attitudes towards sharing their data with businesses.

News

DETROIT: When it comes to their interaction with social media sites, consumers are happiest about ease of navigation, mobile compatibility and site performance, but they are least satisfied with privacy protections and intrusive ads.

Article

Explores emerging trends and the implications for brands.

Opinion

The price of TV and online video varies, but the cost does not always correlate to effectiveness. Here, MediaCom’s Marko Matejčić looks at the cost of one second of attention in order to better compare channels.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

Canada Goose, a clothing brand, increased sales and brand awareness across Europe and North America by launching an integrated campaign that told the stories of five outstanding Canada Goose consumers through an interactive film.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.

News

GLOBAL: The European Union’s General Data Protection Regulation (GDPR) came into force last Friday and, with so much attention focused on how companies make use of personal data, a new global survey has found that most consumers take a ...

News

MILAN: On Device Research was among the winners in the IAB Europe Research Awards announced last night, picking up an award in the Brand Advertising Effectiveness category for its work assessing a campaign promoting the Google Pixel handset in the ...

Research Paper

OMD, an integrated communications agency, launched a campaign across Europe to better understand consumers' perceptions of artificial intelligence (AI).

Research Paper

Oath, a publishing company, launched a global campaign to better understand how brands can take advantage of the drivers behind Brand Love.

Article

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Research Paper

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Article

Reveals the results of long-term research that used behavioural science and sales messages to create sales triggers, testing them across the product categories of chocolate, tea and cheese, in three digital environments.

Case Study

Cineplex Entertainment, a cinema chain in Canada, used an emotional animated film shared online to increase sales.

News

GLOBAL: With the GDPR due to be implemented in a month’s time, many marketers at major multinationals are not fully aware of the implications for future campaigns, according to new research from the World Federation of Advertisers (WFA).

Research Paper

McDonald's Argentina, a fast food chain, created a global segmentation study across 36 countries to assess the attitudes and behaviors of over 100,000 individual customers around the world.

Article

Gives a global industry overview of the soft drinks category, including leading companies and brands, the top five trends shaping the industry and market snapshots.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

Article

Assesses the capabilities and limitations of Viewing, as well as its potential to enrich or complement Listening-based research.