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News

GLOBAL: The World Federation of Advertisers (WFA) has published a Manifesto for Online Data Transparency, calling on brands to commit to a data ecosystem that properly respects consumer choices and their right to control their own data.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Opinion

GDPR will be implemented within weeks and it is particularly important that market research agencies understand its implications.

Opinion

The General Data Protection Regulation (GDPR) is more than a compliance challenge; it’s a rare opportunity to build customer relationships around trust and clarity – a once-in-a-generation change in how businesses and their partners handle consumer data, argues Doug McPherson of OpenX.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

News

NEW YORK: The Advertising Research Foundation (ARF), the trade body, is seeking to create a new code of ethics for data collection and protection, an issue brought to a head by recent allegations concerning Cambridge Analytica.

Article

The Advertising Research Foundation (ARF) is spearheading efforts to develop new standards and guidelines that govern data collection and protection.

Article

Global strategies, campaign updates and trends in the beer and cider category.

Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Case Study

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Case Study

UNIQLO, a clothing brand, changed its global strategy and repositioned its brand as clothing made for all in order to have a successful opening weekend for its new store in Toronto.

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Case Study

Honey Nut Cheerios, a cereal brand owned by General Mills, launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

Case Study

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Research Paper

Many public opinion polls report a mythical margin of error. These reported margins of error are calculated on the basis of a nonexistent (fictitious) dichotomous poll question and are completely unrelated to the actual question responses in a poll.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Marketers need to reflect the world as it really is, to better appreciate the value or print media and to collaborate on data challenges.