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Case Study

Aashirvaad, a wheat flour brand from ITC Foods, created a media outreach campaign in India to dispel the myths that its products contain plastic.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Case Study

Lincoln's Beard Brewing successfully created a brand narrative that increased revenues and resonated in the Miami craft beer market.

Article

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

News

NEW YORK: A study published in the Journal of Advertising Research (JAR) offers fresh insight into the relationship between a brand’s sales and its paid and digital owned media.

Article

Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

Article

Johnson & Johnson, the healthcare company, believes that blockchain technology could provide various benefits for its business and consumers alike.

Article

This Company Profile from Euromonitor provides key details and analysis of INDITEX - Industria de Diseño Textil, the owner of brands such as Zara and Uterqüe.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Looks beyond share of voice to a new metric – share of brand experience – and explains how it is an improvement on SOV for budget-setting in five ways.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

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

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.