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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

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.

Article

Provides key details and analysis of Adidas AG in the clothing and accessories market.

Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Article

PepsiCo, the food and beverage giant, has built an augmented-intelligence platform that it hopes will deliver numerous benefits to its business.

Article

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

Provides key details and analysis of Arla Foods Amba, the owner of brands such as Lurpak and Castello.

Article

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

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Article

This article considers the relationship of semiotics to science. A history of semiotics is provided.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Article

Brandless, a direct-to-consumer organization present in a wide range of categories, has sought to disrupt the status quo regarding how brands are built.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

MetLife, the insurance provider, has shifted its marketing into more emotional territory in a bid to engage consumers in more resonant ways.

News

Altria Group, the maker of Marlboro cigarettes and one of the largest manufacturers of tobacco in the world, has taken a bold step into the cannabis market by investing $1.8bn in Cronos Group, a cannabinoid firm based in Toronto.

News

Programmatic spend per capita can give advertisers a strong indication of market maturity, but a new global study that examines other factors, such as private marketplace (PMP) adoption, reveals the countries that are leading the way.

Opinion

The heretical Faris Yakob revisits the perennial argument about the nature of advertising.

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

LOLA Mullen Lowe, the agency, used the global attention surrounding the 2018 FIFA World Cup to draw attention to the harsh climate facing the LGBTQ community in Russia, which was hosting the competition.

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

Cheetos, a brand of snacks, used the nostalgia trend to connect with young adults in Brazil.

Research Paper

PizzaExpress, a restaurant group, brought to light new insight into how customers navigate menus in restaurants and how this affects their purchasing decisions.

Article

Explains how out-of-home advertising can be used effectively in smart cities and details opportunities for brands in this area.