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Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

News

DANA POINT, CA: Brand owners have made “strong progress” in addressing the gender imbalance in the chief marketing officer (CMO) role, but ethnic diversity still requires further work, the Association of National Advertisers (ANA) has ...

Case Study

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

News

LONDON: Diversity and inclusion in the workplace are not just moral issues, they’re business imperatives, according to Michael Roth, Interpublic Group CEO.

News

WASHINGTON DC: The US Hispanic population is large, growing, young and experiencing economic and social progress – “an incredible opportunity for any brand”, according to an industry figure.

Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

Article

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

News

ATLANTA: While brands can see there are profits to be made in appealing to the fast-growing Hispanic community in the US, marketers and research firms have been slow to implement effective, research-based targeting, according to an industry figure.

Article

Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.

Article

Explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.

Article

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

News

NEW YORK: Brands and agencies are not doing enough to tap the lucrative African-American market and, in part, that is because they haven’t recruited or retained sufficiently diverse talent, according to a new report.

Article

USAA, the financial services company focused on members of the military and their families, increased diversity at its agencies through implementing a clear plan of action.

Article

The Muslim marketplace is huge and growing: there are 1.6 billion Muslims in the world, and two thirds of them are aged under 30 years old.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

News

SAN FRANCISCO: Facebook has announced that it will temporarily stop advertisers from excluding ethnic or racial groups when they buy ads on the social network.

Case Study

Ancestry, a heritage family tree site, launched a branding campaign in the US aimed to drive conversion to their site.

Research Paper

This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption.

Article

ESPN, the sports broadcaster, has made significant progress in measuring the out-of-home viewing audience for its content.

News

MIAMI BEACH, FL: Tide, the laundry detergent owned by Procter & Gamble, has become a best-in-class example of how the consumer packaged goods giant can successfully reach multicultural consumers and drive growth.

Article

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.