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News

LONDON: Radio may be an audio medium but Global is successfully using video to increase both reach and revenue opportunities.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.

Article

This article explores views around the use of virtual reality as an advertising medium.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

News

LONDON: Private Eye, the fortnightly satirical magazine, has emerged as the most-read news and current affairs title in the UK, according to the latest circulation figures.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

News

NEW DELHI: Smartphones are becoming a marketing tool for some retailers and manufacturers in India, who see them as a way of pulling upgrading Indian consumers into their orbit.

News

SHANGHAI: McDonald's intends to open around 2,000 new stores in China over the next five years, with a focus on tier 3-4 cities.

News

NEW YORK: US Carrier AT&T has bolstered its offer to viewers mulling whether to cut their cords and go online, as the company announced a new deal with CBS to stream content live in almost 25 US markets.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.

News

NEW DELHI: Indian travellers are taking advantage of aggressive deals from travel companies, delivering record year-on-year growth.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

This case study shows how Daman, a health insurance brand, increased profitability by launching an awareness campaign about vitamin D deficiency in the UAE.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling to launch the brand and redefine the sector in Egypt.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Case Study

This case study shows how Visit Qatar, a tourism organisation, was able to rebrand Qatar as a sought after destination for Eid celebrations and successfully increase its number of tourists.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.