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News

LONDON: Marketers habitually target advertising at people who are in the market for a product or service but understanding the “pre-triggers” that got them to that point may be a more effective way to create communications.

News

SYDNEY: Aussie millennials are less likely to drink alcohol than older demographics but they’re more open to new choices and when they’re out in bars and pubs they’re likely to spend more, new research shows.

News

SAN DIEGO: Diageo, the alcoholic drinks manufacturer, has already made effective use of virtual reality (VR) as a tool for conducting impactful consumer research.

News

AFRICA: Many multinational businesses have found that sales and profits in sub-Saharan African markets are below expectations but that is because their expectations were unrealistic in the first place, a regional analyst has argued.

Article

This event report addresses how Tyson Foods is using new technologies to spur innovation, control costs and speed the activation of insights.

News

MUMBAI: Marketers may still be coming to terms with ‘big data’ but in future they are going to have to understand ‘dark data’ and combine that with behavioural psychology to predict human behaviour.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

News

LONDON: As consumers are being asked to hand over more and more personal data, platforms offering a centralised hub that allows users to control who is accessing, and how they are using, their personal data, are on the rise.

News

CAPE TOWN: Castle Lite, the beer brand, has yielded major benefits from its efforts to connect with drinkers who have a passion for hip hop.

News

HO CHI MINH CITY: Global brewers are attracted to Vietnam not only because it’s one of the fastest-growing beer markets in Southeast Asia, but because they have a unique opportunity to buy their way in as the government prepares to sell off ...

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

WASHINGTON, DC: Donald Trump’s divisive presidency is forcing brands to take sides and risk a consumer backlash from his supporters or opponents – but some of those distancing themselves from the president have seen a boost in brand ...

News

HONG KONG: Mozilla, the internet non-profit known for its Firefox web browser, can’t compete directly with the likes of Google and instead emphasises its difference and its conscience, its CMO has said.

News

HONG KONG: More than three quarters of mobile programmatic ads served in Asia-Pacific are delivered via app, rising to 90% in Indonesia, according to a recent study.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

News

NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...

News

SAN DIEGO: Jet.com, the e-commerce platform owned by Walmart, believes “the game is on” as it seeks to reduce the dominance of Amazon over the online retail category.

News

LONDON: Confidence in Britain’s financial institutions remains in tatters, notably in Brexit-voting areas in the North and East of the country, an indication of the falling consumer confidence in the country’s institutions generally, a ...

Opinion

There’s not just an ethical reason, but also a growing commercial imperative for brands to assume a people-first approach and stop using stereotypes in their advertising, says Sally McLaren, director at Sense.

News

NEW YORK: As the Millennial demographic enters its peak spending years it becomes more important than ever for brands and retailers to understand its shopping behaviors, which differ in many ways from those of previous generations, two new surveys ...

News

SHANGHAI: Luxury brands have long been wary of China’s e-commerce platforms – which are rife with fake goods – but with Chinese e-retailing now worth US$751bn annually, they can no longer afford to look away.

Article

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.