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Article

Looks at an example of the use of eye-tracking to assess whether people are looking at online ads.

Article

A research project by Channel 4 and ITV looked at the impact of advertising on broadcast video on demand (BVOD) alongside traditional linear TV.

News

LONDON: UK marketers revised their internet budgets up in the second quarter, helping to fuel overall growth in marketing budgets, according to the latest IPA Bellwether Report, but its author has cautioned that this increase is defensive in ...

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

News

NEW YORK: Blockchain technology could help marketers in areas where trust and verifiability are major concerns, according to Rolfe Swinton, director/data assets for North America at research firm GfK.

Article

Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

Article

While media trust remains mostly stable, trust in social media is diminishing as fake news concerns take hold.

Case Study

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Case Study

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Opinion

Everywhere you look, it’s all about transparency. Advertising and media has grasped the importance of this issue in recent years to such an extent that it has, ironically, become one of the industry’s most visible issues, argues the 7stars’ Jenny Biggam.

Case Study

Sadia, a leading food brand, employed a social media strategy in the MENA region to convince women that they could cook less, waste less but feel just as generous during Ramadan.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Case Study

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

Whirlpool, a home appliances manufacturer, created a laundry program aimed at reducing, and raising awareness of, chronic student absenteeism from school in the US.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.

Article

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Case Study

Alcoholics Anonymous (AA), an international mutual aid fellowship that provides support for alcoholics looking to maintain sobriety, marked its 70th anniversary by launching a social media campaign aimed at reaching a younger audience in Brazil.

Case Study

Hyundai Motor Company, an automotive brand, created an online film that completed the unfinished expedition of Sir Ernest Shackleton using a Hyundai car, in order to increase brand awareness globally.

Case Study

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.