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Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

News

CANNES/BEIJING: Western companies have the opportunity not only to grow in China but to embrace some of the elements that have made China grow at incredible pace, particularly its tech sector, according to the President of Nielsen Greater China.

Case Study

This case study describes how soft drink brand Pepsi created a digital soap opera to build brand love and grow in Colombia.

Case Study

This case study describes how Indian broadband provider ACT Fibernet, used animated content to gain audience attention and increase engagement on its Facebook page.

Research Paper

This paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.

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.

News

NEW YORK: A majority of marketers intend to increase spending on public relations both internally and externally over the next five years, as the discipline takes a more important role within the marketing mix, a new report shows.

Research Paper

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Research Paper

In this article, the authors look at measuring the effectiveness of television advertisements in the Programmatic Age and the impact of new digital methods.

Case Study

This case study describes how AXE body spray used mobile behavioural data and multi-screen behaviour as a guide to capture its Taiwanese core target audience accurately, and serve them with relevant tailored messages to trigger their interest in the brand.

Case Study

This case study describes how Indian shopping mall group, Inorbit, began a new narrative to attract women customers with Inorbit Pink Power - a business launchpad for women with home-run businesses.

News

BEIJING: A strategic partnership between e-commerce giant Alibaba and the bricks-and-mortar stores of Bailian Group may herald a new era in Chinese retail if the ambitions of both parties are realised.

Article

This article considers how the omnishopper experience has meant that a smaller number of 'everything' retailers will dominate the commodity market, while consumers develop category-specific relationships with specialists.

Article

This webinar looks ahead to reveal the trends which will become increasingly relevant and important to clients throughout the year.

News

NEW YORK: American shoppers spent an average $711 on gifts and other holiday-related items this holiday season, up a full 16% on 2015, according to a new survey that also underlined the importance of omnichannel retail options.

Opinion

Ray Gerber, Chief Solutions Officer, Thunderhead "Businesses will stop paying lip service to the idea of customer centricity and begin making the commitments and organisational changes necessary to place the customer at the centre of their enterprises.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Research Paper

This paper describes a research project for the European cooking business of Unilever, the food and FMCG manufacturer, which analysed social media data to identify opportunities to use social platforms to drive growth.

Article

This article, produced in conjunction with IBM-owned The Weather Company, explores the challenges of building campaigns based on location data, and what marketers can do to optimise and improve this.

Research Paper

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.

Article

This paper reports on the findings of the IAB Video Center of Excellence, which undertook desk research, alongside consultation with practitioners and industry experts to provide perspectives and insights on the video advertising ecosystem.

Research Paper

This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'.