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Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

News

LONDON: The number of breweries now operating in the UK has edged past 2,000, thanks to 300 new openings in the last year, suggesting a reversal of the consolidation that has characterised the UK beer market for decades.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

News

LOS ANGELES: Snapchat, the image-messaging app which is estimated to have 173m active users, is launching an initiative to encourage startups to grow their business by advertising on the platform.

Case Study

PETA, an animal rights organisation, collaborated with Waterfall, a software brand, to create an integrated mobile marketing campaign in the US, which allows users to take direct action on videos they see on social media without needing to leave the app.

Case Study

Mozilla, a non-profit organisation, successfully promoted its Firefox web browser app to mobile users across the US by launching a campaign which used a mix of video and static creative.

Case Study

This case study details how Nike, the sportswear brand, launched NBA superstar Kevin Durant's new shoes, the KD9s, in China by inviting NBA2K (an online video game) players to compete for the chance to represent China against Kevin himself.

Case Study

This case study details how Pizza Hut, an American restaurant chain, appealed to the post-1990s generation in China by partnering with King of Glory to create a location-based in-game targeting system.

Case Study

This case study details how Alcoholics Anonymous, a fellowship of men and women struggling with alcoholism, introduced the Anonymous Friend campaign to help teens with drinking problems in Brazil.

Article

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

Research Paper

This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.

Article

This article explains how brands can best tackle safety concerns around the placement of display, video or native ads adjacent to illegal or inappropriate content.

News

NEW YORK: An increasing number of leading ad agencies are signing up to use digital verification and measurement tools provided by OpenSlate, a video analytics firm, which checks YouTube to ensure ads are served where they should be.

Case Study

This case study looks at GMHBA, a not-for-profit health insurer based in Victoria, and how it outsmarted the shrinking health insurance category with its 'Enough to make you sick' campaign in Australia.

Opinion

Subscribing to the notion that a change in belief will lead to a corresponding change in behaviour may seem like common sense, but Faris Yakob argues that marketers who want to do their job should look into how behaviour is actually shaped and changed.

Article

This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

Article

This article provides information and answers from Pinterest President Tim Kendall on questions about digital advertising and the digital consumer.

News

NEW YORK: Podcast advertising revenues in the US are forecast to reach more than $220m in 2017, a huge increase of 85% on the $119m recorded in 2016, a new study from the Interactive Advertising Bureau (IAB) has revealed.

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.