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News

CINCINNATI, OH: Procter & Gamble, the world’s largest advertiser, reduced its annual expenditure by $125m, representing a year on year decline of 1.7%, the lowest level in 11 years, due to cuts in digital spend.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

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.

News

CINCINNATI, OH: Procter & Gamble, the fast-moving consumer goods manufacturer, cut its digital advertising spend in the last quarter as a result of concerns over brand safety and bot fraud.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

News

NEW YORK: PepsiCo, the fast-moving consumer goods manufacturer, gained new insights into the impact of digital campaigns through working with research firm IRI on a project that delivered results at speed.

Article

This event report outlines how PepisCo, the fast moving consumer goods company, deepened its understanding of how advertising impacts the digital audience.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

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.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

News

NEW YORK: Eight in ten US consumers expect to be able to make a purchase directly from a brand, according to new research, emphasising the need for brands to offer a robust direct-to-consumer e-commerce experience as part of an overall digital ...

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Article

This event report details how Procter and Gamble, a consumer goods company, and NBCUniversal, a US media company, have argued for independent media measurement according to a single industry standard.

Article

This event report outlines how Mondelez International, the food manufacturer, worked with a startup to create a new snack brand.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

News

BEIJING: Chinese e-commerce site JD.com has announced plans to build drones capable of carrying a one-tonne payload for long-distance deliveries.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, is aiming to strike a balance between precise targeting and reaching consumers at scale.

News

NEW YORK: YouTube is ramping up its efforts to expand the amount of original content it offers, with plans to release more than 40 original shows and movies over the next year.

News

YANGON: Unilever has cut a joint venture deal with consumer goods rival Europe and Asia Commercial Co in Myanmar, combining home and personal care businesses in a bet to increase sales in the newly open emerging market.

Article

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.