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Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This article advises that complex business problems cannot be solved one silo at a time and that both agencies and clients need better integration.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Research Paper

This research investigated the relative effects of marketing communications on a chain of “marketing-productivity” measures—metrics that evaluate the influence of marketing at the consumer, market, financial, and company levels.

News

NEW DELHI: Radio advertising revenues in India are predicted to double over the next five years as FM coverage is expanded across the country.

Case Study

This case study demonstrates how ASB Bank, a financial institution based in Auckland, used Snapchat to reach out to students.

Research Paper

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

Article

This article provides marketers with information and guidance on researching consumers.

Research Paper

This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer.

Research Paper

This investigation builds on previous research streams to introduce a new concept – programme–ad congruence – into advertising research.

Research Paper

This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.

Research Paper

A replication of a 1989 survey of senior advertising agency creative practitioners shows that their views remain quite favorable toward comparative advertising that explicitly identifies competitors.

Article

This article describes the results of an analysis of the 2012 Fortune 100 companies to see if their executive leadership teams included a Chief Marketing Officer (CMO) or Chief Communications Officer (CCO).

News

JAKARTA: Figures for gross advertising expenditure in Indonesia showed a sharp rise in the first quarter, which observers expected would be maintained during the rest of the year.

Research Paper

Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s.

Research Paper

This article explores the factors affecting college students' willingness to participate in a Facebook page promoting a specific social cause: binge drinking prevention.

Case Study

The Atlantic Lottery is a government-owned lottery that operates in four Canadian provinces. Historically it has supplied over $6bn in funding for roads, healthcare and education, but it was struggling due to negative public perceptions and unfavourable media coverage.

Case Study

This case study explains how Saffola, a cooking oil brand, used an integrated print, mobile and online campaign to encourage people aged 30-40 to take care of their heart-health.

Research Paper

Corporate sponsorship is a valuable brand-building platform, typically leveraged by advertising and promotion.

Research Paper

Consumer views of advertiser ethics are of industry concern due to growing consumer angst regarding data privacy and behavioral advertising.

Case Study

The Metropolitan Police's 'Choose a different Ending' campaign achieved something remarkable by getting kids to open up about the highly sensitive and secretive issue of youth knife crime.

News

NEW YORK: Many of the world's biggest banking brands increased in value last year, as the sector began to recover following the recession.

Article

This article summarises a survey compiled by the Nikkei Advertising Research Institute (NARI) of advertising expenditures by leading Japanese corporations during the financial year 2009 (April 2009 to March 2010).

Research Paper

This paper suggests that, while advertising has changed, advertising research has not. Indeed, questions asked of advertising research more than 20 years ago have still not been answered.