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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

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.

News

SINGAPORE: Location data can offer vital insights to marketers on customer behaviours, particularly hyper-connected millennials, according to an industry expert.

Article

This article reports on how location data can provide insight into the purchase habits of millennials, with examples from five APAC markets (Australia, Hong Kong, Indonesia, Malaysia and Singapore).

News

MUMBAI: A range of broadcasters are expected to bid for the media rights to the India Premier League – the tender process opens today – as competition heats up in the sports viewing category.

Article

This event report outlines how JPMorgan Chase & Co., the financial-services company, is seeking to protect its brand in an increasingly complex digital ecosystem.

Article

This event report looks at the evolution of the BBC’s digital engagement with children via its apps.

News

GUANGZHOU: China's sports boom embraces everything from running to tennis, with entrepreneurs both large and small, local and foreign exploring ways to cash in.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Article

This short article lists the books that influenced Mark Roy, founder and chairman at REaD Group.

Opinion

With the backdrop of its 100 th anniversary, the 4A's (American Association of Advertising Agencies) has opened its files of history to provide a series of informational nuggets that, in part, articulate the history of not just the venerated trade organization but the industry it represents as well.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Research Paper

This paper examines the challenge for marketing research companies in overcoming consumers’ reluctance to participate in surveys in order to provide decision makers with quality data.

Article

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

Article

This article examines how brands can acknowledge and support active and retired members of the military, suggesting a number of ways other companies can get involved.

Case Study

This case study describes how MasterCard, a global electronic payment brand, sponsored the 2015 Rugby World Cup in the UK to increase brand consideration and card spend among affluent consumers.

Case Study

This case study describes how Maybank, Malaysia's largest bank, used en event and social media to boost its brand, strengthen perceptions about its regional capabilities and spread its reach throughout South East Asia.

Article

This event report outlines how HP leverages various digital tools and data sources to help drive demand for its printers.

Case Study

This case study explains how MasterCard, the financial services company, created '44 days of craziness' to connect with rugby fans during its sponsorship of the Rugby World Cup.

News

IRVINE, CA: As his sporting career limps towards its end, Tiger Woods has created a new brand, TGR, that aims to exploit the golfer's global recognition while not limiting itself to that sport.

Case Study

This case study describes the launch of a new Opel Astra car model in Germany and Spain, targeting social climbing, high income men.

Case Study

This case study details how Volkswagen, a car manufacturer, sold its 2015 Volkswagen Golf Sportswagon in Canada with its Where's Sportswagon? campaign.

Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Case Study

This case study describes how Dell, a US computer company, reached out to senior business executives who heavily influence technology purchase decisions.

Case Study

This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.