Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

1,548 results found
Sort by

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

News

The contentious issue of whether or not to pre-test ads is often based on emotional or financial arguments, but the Ehrenberg-Bass Institute has taken scientific approach to assess the merits of the practice.

Article

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

Pre-testing campaigns is a divisive topic in the advertising industry, but Ehrenberg-Bass’s marketing science indicates the practice is more useful for some strategies than others.

Article

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Case Study

Diageo, an alcoholic beverages company, evaluated the representation of women in its global communications to improve representation and help its business.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Research Paper

Zappi, a data research platform, partnered with consultancy service Kantar Millward Brown to help advertisers understand which creative elements in copy testing are leading indicators of in-market performance within the Facebook mobile newsfeed in the US.

Article

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

Case Study

Magnum, the ice cream brand owned by Unilever, wanted to decrease its dependence on consumers over the age of 40 across Europe, so it tapped into a new consumption occasions and new formats to market Magnum Pints to younger consumers.

Case Study

Dove, the personal care brand, launched a campaign to drive emotional engagement and brandy affinity with its women's deodorant range, amid difficulties with value share and penetration in key markets across Europe.

Case Study

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Case Study

Maltesers, a confectionary product, turned the tide on their declining sales in a saturated category by using humour to drive awareness and sales.

Case Study

Great Western Railway, a UK train operating company, used emotion to drive its strategy to increase revenue and profit with a backdrop of negative press around train fares and service.

Case Study

John Lewis, a UK department store, outlines its effective communications strategy around the year which works in tandem with its Christmas campaign and which contributes to 80% of sales and 60% of profits.

Case Study

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

Case Study

Godiva, a Belgian chocolate manufacturer, communicated with its audiences in the UK and the US via a single campaign that 'democratise luxury' from boutiques to mainstream luxury shopping aisles.

Research Paper

The use of neuroscience methods in advertising research continues to grow, but it remains controversial.

Case Study

Eir, a telecommunications company, brought together two different mobile brands – killing off the brand with more awareness and successfully shepherding customers over to a brand that had been fifth or sixth on their consideration list.