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Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Opinion

This month’s Admap focuses on Drivers of Change in 2019, exploring five key trends – data privacy, smart cities, digital youth, health and wellness and the evolution of banking – and how they will impact marketing over the next 12 months.

Case Study

Dortios, a tortilla chip brand, increased purchase intent and positive brand sentiment in Brazil by launching rainbow Doritos during pride month and raising money for an organisation supporting at-risk LGBT people.

Article

SickKids, the children’s hospital, has used a powerful storytelling approach to help achieve its core goals.

Case Study

Payless, a discount footwear retailer, raised donations and media attention for breast cancer by introducing the idea of nipple tattoos to people in Costa Rica.

Case Study

Sainsbury's, a supermarket chain, used the power of entertainment to boost brand profile in the UK at the most important time of the year, Christmas.

Case Study

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Case Study

David Sheldrick Wildlife Trust (DSWT), a charity that aims to save elephants from extinction, was able to raise awareness for elephant deaths arising from a loss of habitat, by introducing and translating elephant communications to UK, US and Australian audiences.

Case Study

St John's Ambulance, a charity that provides first aid education, delivered important information to its UK audience in a lighthearted way, which led to 56 babies receiving vital first aid.

Case Study

SickKids Foundation, a children's health research organisation, launched an online film that targeted specific neighbourhoods in Canada to rally local support for its sick children.

Case Study

SickKids Foundation, a children's health research organisation, launched the SickKids Family Tree to encourage people touched by the organisation to become donors in Canada.

Case Study

UNICEF, the United Nations International Children's Emergency Fund, encouraged people in Argentina to sign its petition to appoint a Defender of Rights for disadvantaged children by disguising a link to it within Facebook posts of attractive tourist destinations.

Case Study

The Society of St. Vincent de Paul (SVP), a charitable organisation, managed to win the hearts and pockets of the Irish public when donations and trust were at an all-time low.

Opinion

Charities are missing opportunities by thinking in terms of legacy channels and fundraising methods, argues Phil Gault.

Case Study

David Sheldrick Wildlife Trust (DSWT), a charity that aims to save elephants from extinction, was able to raise awareness in Australia for elephant deaths that arise from a loss of habitat by introducing and translating elephant communications.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

Article

Vimeo, the online video platform owned by IAC, faces the challenge of standing out in a category that houses a number of giant competitors.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Case Study

Ol Pejeta Conservancy, a non-profit wildlife conservancy, successfully raised funds for its white rhino conservancy efforts by creating a tinder profile for the world's last male white rhino, in Kenya.

Case Study

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.