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Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

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

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Article

There's more data than ever, but analytics is more complicated and more diverse than it has ever been before; with more being measured, finding out what you need to know is more important than ever.

News

HONG KONG/SYDNEY: The Economist, the UK weekly business magazine, places heavy emphasis on boosting circulation rather than advertising for its revenues, and as it seeks to increase its subscriber base, it now has Australia in its sights.

News

LONDON: Big data is the driving force behind modern marketing, but it can seem overwhelming at times, so marketers should adopt six key steps to help them make the most of the mass of information, according to a leading digital specialist.

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Article

This article looks at how marketers can use big data and data-driven marketing to build a data strategy.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Case Study

John Lewis Insurance, the insurance branch of the UK retail brand, delivered impressive sales results with a campaign featuring a child ballerina twirling in her home.

Case Study

Tropicana, a UK juice brand, grew sales using a multiplatform strategy that encouraged people to consume less of the product per serving.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Case Study

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Article

This article analyses how marketers can optimise their promotional strategy in-store, across their portfolio of products, and across different retailers.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Research Paper

This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.

Research Paper

This paper forecasts what the market research industry and profession will look like 10 years from now, and how to prepare for those changes.

Research Paper

This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.